INTERNATIONAL SERVICE CHECK about the quality of car dealerships in Europe

Munich – Are you planning to buy a car? A survey conducted by INTERNATIONAL SERVICE CHECK in car showrooms in Europe has shown that we can count on the best service at Daimler, Toyota Motor Europe and Jaguar corporations. The best brands have proved to be Seat, Mercedes and Toyota. Markets that are in the lead are Hungary, Slovakia and Bulgaria.

From March till May 2011 Mystery Shoppers on behalf of INTERNATIONAL SERVICE CHECK conducted the largest in Europe international mystery shopping survey measuring the quality of service in the most frequented car showrooms. As a result, the survey covered eleven countries, 19 companies and 29 brands - a total of 546 visits were carried out, and in all of the countries three sites were visited (each time by different Mystery Shoppers).

In Belgium 45 Mystery Shoppers checked car showrooms: BMW, Mercedes, Fiat, Ford, Opel, Hyundai, Kia, Nissan, Citroen, Peugeot, Renault, Suzuki, Toyota, Volkswagen, Volvo.

In Bulgaria visits in 24 car showrooms were commissioned: Fiat, Ford, Hyundai, Citroen, Peugeot, Skoda, Toyota, Volkswagen.

In the Czech Republic 48 studies in 16 dealership networks were performed: BMW, Mercedes, Fiat, Ford, Opel, Honda, Hyundai, Kia, Nissan, Citroen, Peugeot, Renault, Suzuki, Toyota, Audi, Skoda.

In France 21 brands were taken into consideration (63 visits): BMW, Alfa Romeo, Citroen, Fiat, Ford, Honda, Jaguar, Kia, Lancia, Mazda, Mercedes, Mitsubishi, Nissan, Opel, Peugeot, Renault, Skoda, Subaru, Suzuki, Toyota, Volkswagen.

In Hungary (39 tests) 13 brands were selected: Fiat, Ford, Opel, Honda, Hyundai, Mazda, Nissan, Citroen, Peugeot, Renault, Suzuki, Toyota, Volkswagen.

In Italy 66 studies were commissioned: Fiat, Ford, Volkswagen, Opel, Peugeot, Renault, Lancia, Toyota, Audi, Mercedes, Alfa Romeo, Nissan, BMW, Chevrolet, Hyundai, Suzuki, Chrysler, Citroen, Kia, Seat, Dacia, Volvo.

In the Netherlands Mystery Shoppers visited 51 shops belonging to 17 networks: BMW, Mercedes, Fiat, Ford, Opel, Hyundai, Kia, Mazda, Mitsubishi, Nissan, Citroen, Peugeot, Renault, Suzuki, Toyota, Volkswagen, Volvo.

In Poland 60 studies were carried out in car showrooms of 20 brands: BMW, Mercedes, Fiat, Ford, Opel, Honda, Hyundai, Kia, Mazda, Mitsubishi, Nissan, Citroen, Peugeot, Renault, Suzuki, Toyota, Seat, Skoda, Volkswagen, Volvo.

In Romania 45 car showrooms and 15 brands were tested: BMW, Mercedes, Fiat, Ford, Opel, Honda, Hyundai, Kia, Citroen, Peugeot, Dacia, Renault, Suzuki, Toyota, Skoda.

In Russia 66 studies were carried out in the car showrooms: Audi, BMW, Chevrolet, Citroen, Daewoo, Ford, Honda, Hyundai, Kia, Mazda, Mitsubishi, Mercedes, Nissan, Opel, Peugeot, Renault, Subaru, Suzuki, Skoda, Toyota, Volvo, Volkswagen.

In Slovakia 13 brands were examined (39 visits): BMW, Mercedes, Fiat, Ford, Honda, Kia, Nissan, Peugeot, Renault, Suzuki, Toyota, Skoda, Volkswagen.

Mystery Shopper's task was to visit the car showrooms in search of new middle class car - small, family/compact. During the visit Mystery Shoppers evaluated external and internal appearance of the car showroom, the presentation of vehicles, staff's behavior, and above all, what is most important in the study - the quality of the interview with the employee.

During the test, Mystery Shoppers checked the sales skills and abilities of employees in different ways: they had to include questions about discounts and to observe the reaction of the employees, to ask about the waiting time for a car, to check if the employees spontaneously gave them a written price offer and information about funding means, whether they asked for contact information of the customers and handed their business cards. Mystery Shoppers also needed to take a test drive, if it was proposed and possible after the visit.

Service checkers involved in the project have been selected from among the 500.000 persons registered in the database of INTERNATIONAL SERVICE CHECK. Both women and men over 25 years of age, with different professional status were selected, with driving licenses, and in most cases owning a car as well.

The average overall score of all tested car showrooms that was achieved is 76.4%.

The best results among all the surveyed countries (all brands) have:

1. Hungary – 82,7%
2. Slovakia – 82,1%
3. Bulgaria – 81,9%

In international comparison the following companies got the best results among all surveyed ones:

1. Daimler – 84,4%
2. Toyota Motor Europe – 83,8%
3. Jaguar – 83,3%

When it comes to the brand of cars, the winners are:

1. Seat – 87,0%
2. Mercedes – 84,4%
3. Toyota – 83,8%
 

  • Published Date: Wednesday, 15 Jun 2011

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