Tyre manufacturer news -
Michelin Top for Customer Satisfaction in J.D Power
Study
10 May 07
Emily Henry
Contributing Writer A recent study has found Michelin
to be best for customer satisfaction in the winter tyre
market. The J.D. Power Asia Pacific 2007 Japan Winter
Tire Customer Satisfaction Index (W-TSI) Study produced
results which indicated a high level of satisfaction
with Michelin Tyres from vehicle owners in Japan.
3,540 responses were taken for the 2007 Japan Winter
Tire Customer Satisfaction Index Study. The survey was
completed by customers who had purchased winter tyres
for their new or used private passenger vehicles and
used the tyres during last winter.
J.D Power has been running the study for four years,
employing five different elements of criteria in order
to determine overall customer satisfaction in the winter
tyre market. The study targets tyre performance in icy,
snowy and regular road conditions as well as the
appearance and durability of the winter tyre. Scores for
the customer evaluations are taken on a 1,000 point
scale in order to determine an overall winner for
customer satisfaction in the winter tyre market.
Michelin scored a total index score of 636, coming out
on top for all five areas of assessment. Bridgestone
followed closely behind with 606 points and also
performed strongly in terms of individual criteria. The
French manufacturer Michelin was successful in earning
the highest marks for tyre performance on icy road
conditions, as did the Japan-based Bridgestone. The two
companies were far ahead of their competition, a total
of seven tyre manufacturers, and were the only
competitors to achieve an overall score above the 587
point industry average.
Despite Dunlop, Yokohama and Toyo falling beneath the
J.D Power marked average for the tyre industry, all
three companies showed significant improvement from
their previous year’s results. Falken took the lowest
score, rating a total of 532 points and falling 55
points beneath the industry average.
Yokohama impressed the competition with high ratings in
winter tyre performance on both normal and icy
conditions, while Dunlop was noted for a marked
improvement in its winter tyre performance in icy road
conditions. Toyo had improved on durability and quality,
as well as on the appearance and performance of its
winter tyres in icy road conditions
J.D Power has stated that despite the notable
improvements in the areas of winter tyre performance in
both icy and regular conditions, there is still vast
room for development in the winter tyre industry. The
J.D Power test results indicate that winter tyre
manufacturers have the potential to maximise tyre
performance by improving the quality and durability of
their tyres.
According to Shinya Uchida, manager of the J.D. Power
Asia Pacific automotive industry group, manufacturers
have a responsibility to produce quality winter tyres
for the general safety of all those involved with the
automotive industry: “Since customers purchase winter
tyres in order to drive safely on winter roads, they
have high expectations for tyre performance in
snow-covered and icy road conditions,” said the J.D
Power Manager. “In particular, winter tyre performance
for tyre traction at stops and starts in icy road
conditions carries a high priority for improvement.”
The J.D Power study revealed that customer satisfaction
has a great impact on repurchase intention. Customers
who would repurchase the same brand of tyre are highly
influenced by the level of satisfaction they receive
from the initial product. Less than 16 per cent of the
tyre customers taking the J.D Power survey would
repurchase tyres from brands scoring 800 points or less
overall, while 32 per cent “definitely would” repurchase
the same brand where points average at above the 800
mark.
But while J.D Power emphasises the importance of quality
winter tyres for tackling harsh weather conditions, they
also see a need for tyre manufacturers to focus on
creating a winter tyre that provides all-round superior
performance in a range of environments. This issue is
particularly relevant in light of the mild weather
encountered by the northern hemisphere last winter. The
winter of 2006/7 had little and infrequent effect on
drivers, even in areas traditionally affected by heavy
snow.
J.D Power Manager, Shinya Uchida, highlighted the fact
that that a range of conditions need to be taken into
account when manufacturing winter tyres: “Customers are
demanding better performance from their winter tyres for
driving in both wet and dry regular road conditions,” Mr
Uchida said. “To improve customer satisfaction and
create stronger brand loyalty, tyre manufacturers should
continue to enhance tyre performance for regular road
conditions, in addition to further improving performance
for snow-covered and icy roads.”
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