J.D. Power Asia Pacific 2015 India Original Equipment Tire Customer Satisfaction Index (TCSI) Study findings indicate improvement in quality of OE fitted tyres. Satisfaction among original equipment tyre owners in first 12 to 24 months of ownership across appearance (870 on a 1,000-point scale); ride (869); durability (866); and traction/ handling (866) is measured.
Problems cited by customers has dropped to 9 pct in 2015 from 18 pct in 2010 on account of significant reduction in reported problems of frequent punctures to 57 pct from 77 pct in 2010. Quality and performance improvement of OE fitted tyres has improved customer satisfaction says Mohit Arora, executive director, J.D. Power Asia Pacific. Keeping in mind that replacement tyre market is driven by customer perceptions of OE offerings, customers who are satisfied are more likely to repurchase a brand.
Overall OE fitted tyres customer satisfaction averages 868, up 24-point from 2014. YoY satisfaction improved across all 4 factors, and most for durability factor (+26 points). Tyre brand continues to be a key influencer when selecting new wheels (51 pct). Tyre design and styling is gaining importance. 27 pct customers cite design and styling as a reason for brand selection. The number includes 30 pct of mid-size car owners.
24 pct of small car owners and 22 percent of utility car owners are delighted with tyre performance in terms of fuel economy. Only 18 pct of mid-size car owners feel the same way. Those with overall satisfaction scores of 948-1,000 are more likely to recommend their tyre brand. 78 pct of such customers would definitely recommend their tire brand. Of those with scores of 808 and below, 41 pct would definitely make a recommendation. Despite quality improvement, 30 pct Indian customers indicate they ignore tyre servicing. JK Tyre ranked highest in overall customer satisfaction with 881 points, 882 for appearance and 886 for ride. MRF ranked second with a score of 876, followed by Bridgestone, GoodYear, and Apollo. Ceat was not ranked owing to insufficient sample size.
