Customers’ perceptions of
their original equipment (OE) tyre brand are an influential driver when
considering replacement tyres for their vehicle, according to the J.D. Power 2016
India Original Equipment Tire Customer Satisfaction Index (TCSI) Study.
The study, now in its 16th
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 (876 on a 1,000-point scale); ride (876); durability (870); and
traction/ handling (872).
More than half (52pc) of tyre
customers indicate that brand perception of the original equipment tyres on
their vehicle is an important criterion when considering replacement tires.
Additionally, 14pc of customers indicate tyre appearance—tread design and
wheel/ rim styling—is an important reason to select a replacement tyre. When
replacing tyres, 59pc of customers indicate they purchase their tyres at an authorised tyre store.
“Given the fact that tyre
brand perception is a key driver when considering replacement tyres, and that
more customers are purchasing at authorised tyre retailers, OEMs may want to provide a superior customer experience at
their authorised tyre outlets,” said Mohit Arora, executive director, J.D.
Power. “An enhanced customer experience during the replacement process can help
add to a customer’s perception of the brand. This can lead to higher levels of
brand loyalty and more recommendations to friends and family,” he added.
• Overall OE tyre customer
satisfaction averages 873 points, a 5-point increase from 2015. Satisfaction
improves across all four factors year over year, most notably in ride (+7
• Customers expect their tyres
to be problem free. Even one problem can impact satisfaction levels negatively
by 57 points, compared to when no problems are experienced.
• The repurchase intent for
the OE fitted brand is extremely strong, with 94pc of customers indicating they are likely to repurchase their existing
brand. However, those who intend to switch brands indicate personal brand
preference and tire quality expectations as the main reasons.
• The study finds that 74pc of
owners who are highly satisfied (overall satisfaction scores of 955 or higher)
with their original tires say they "definitely would" recommend their
tire brand. Among customers who are less satisfied (scores of 814 or less),
only 38pc say they "definitely would" recommend their tire
Bridgestone and MRF (881 in a
tie) rank highest in overall customer satisfaction. Bridgestone performs well
in the ride factor (883) and MRF performs particularly well in appearance
The 2016 India Original
Equipment Tire Customer Satisfaction Index (TCSI) Study is based on 3,496
responses from new-vehicle owners who purchased their vehicle between May 2013
and August 2014. The study was fielded between May and August 2015.
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