A further showing that Honda customers are among the most satisfied in the car industry is revealed this week in the latest J.D. Power and Associates Automotive Customer Satisfaction Study published in the June edition of What Car?

The Honda Jazz has emerged the top rated model for the second year running. It achieved an overall Customer Satisfaction Index (CSI) a full 30 points above the next best Small Car with owners more satisfied with the baby Honda than they were with any other single model.

Almost as content were owners of Honda Civics, CR-Vs and Accords. These models were all at the top, or very near the top, of their individual categories and listed among the top 13 models overall: the CR-V was the top-rated Compact SUV, while the Accord was placed second in the Upper Medium segment and the Civic was placed third in the Lower Medium segment.

Honda was one of the most improved brands in this year’s study, improving from last year’s fifth place to third. Particular areas of strength were ‘ownership costs’ (improved 23 points from last year), ‘vehicle appeal’ (up 17 points), ‘quality and reliability’ (up 10 points) and ‘service satisfaction’ - where Honda emerged the highest rated brand of all.

This year’s J.D. Power and Associates results are based on a study of ‘52’ and ‘03’ registered vehicles (those sold between Sept 2002 and August 2003), following a questionnaire mailed to a random sample of 90,000 UK owners. The overall response was sufficient to achieve a (50+) sample from 124 individual car models and 32 brands (100+).

The study asked owners to evaluate their experience on a series of questions. Each question carries a different weight based on its relationship with the respective satisfaction measure; each measure also carries a weight based on its relationship with overall satisfaction. Composition of the 2005 index is as follows quality/reliability (30%), vehicle appeal (28%), ownership costs (19%) and service satisfaction (22%).

“Achieving high customer satisfaction is a top priority for us and we are firmly committed to enhancing the customer experience,” says Honda (UK)’s Customer Insight Manager, Jane Nichols. “To this end, the J.D. Power and Associates Study is an important measuring tool, enabling us quickly to identify the things that really matter to the customer. We are greatly encouraged by our success, especially since this year’s study reflects steps we have recently taken to reduce ownership costs.”

Published : 14/04/05 Author : Melanie Carter

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