This spring a market research firm mailed a survey to a random sample of Prestige Imports customers. The 24% response rate was sufficient to project the results over the entire list of customers with reasonable accuracy.
Comments on Sales
Customers were asked why they bought from Prestige Imports and how they felt about their decision. The most common reasons for buying from Prestige Imports are summarized below in no particular order:
- Better price/value
- Confidence in quality of vehicles
- Customer service
- Friendly/courteous staff
- Having the right car
- Honesty/trustworthiness
- Knowledge
- Reputation/referral
- Service quality
Comments on Service
Customers were asked what they like best about servicing their vehicle at Prestige Imports. The most common responses are grouped and summarized below in no particular order:
- Accurate estimates
- Appointments readily available/flexible
- Competence/expertise/product knowledge/know my vehicle
- Confidence/dependable/thorough/stand behind work
- Convenience/location/shuttle service/night drop/rentals
- Customer service/attentiveness/know your name
- Good communication/explanations/advice
- Good maintenance records
- Honesty/trust/ /no service add-ons
- Nice facility/clean/orderly
- Nice people/friendly/courteous to all/Joe
- Parts in stock
- Quality work/positive results/fixed right the first time
- Quick diagnosis/quick service/done on time
- Reasonable prices/cheaper than dealer
- Staff professionalism/attitude/atmosphere
- Willingness to do small repairs without appointment
- Willingness to work on older cars/solve special problems
