India factory fitted tyres generate an element of trust and satisfaction among
customers. And when the time comes for the vehicle owners to replace their
tyres, a majority prefer to repurchase the same brand of tyres that were
factory-installed on the vehicle when it was new. This trend has emerged in the
J.D. Power Asia Pacific 2014 India Original Equipment Tire Customer
Satisfaction Index (TCSI) Study.
According to a press statement, customer
retention for original equipment (OE) tyre brands has increased steadily during
the past three years to 65pc 2014 from 57pc in 2012. “Brand familiarity and
perceptions of safety are key drivers of tire purchases,” said Mohit Arora,
executive director, J.D. Power Asia Pacific.
majority of vehicle owners tend to refit the same brand of tyres as their OE
fitment because of familiarity and perceptions of safety, assuming that the
vehicle manufacturer would have tested the tyres on critical quality and safety
parameters before fitment,” he added.
with original tire brands is directly correlated with customer loyalty and
advocacy. Customers who are highly satisfied (916 points and higher on a
1,000-point scale) are more than twice as likely to recommend or repurchase
their current brand as highly dissatisfied customers (782 and below).
The study, now in its 14th year, measures
satisfaction among original equipment tyre owners during the first 12 to 24
months of ownership across four factors (listed in order of importance): appearance,
durability, traction/handling and ride.
MRF ranks highest in overall customer
satisfaction for a fifth consecutive year, with a score of 850 points. MRF
performs particularly well in the appearance, durability and ride factors.
Bridgestone ranks second with a score of 848.
2014 India Original Equipment Tire Customer Satisfaction Index Study is based
on 4,449 responses from new-vehicle owners who purchased their vehicle between
May 2011 and August 2012. The study was fielded between May and August 2013.
Picture for representation purpose only
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