JD Power: Kept promises go a long way for truck buyers

WESTLAKE VILLAGE, Calif. – Kenworth ranked highest in customer satisfaction with dealer service in J.D. Power and Associates’ 2010 U.S. Medium-Duty Truck Customer Satisfaction Study, while Hino ranks highest in customer satisfaction for the conventional truck category.

Ford and Peterbilt follow next in the product rankings.

The 18th annual survey also found that overall service satisfaction among truck owners declines considerably if their trucks are not ready when promised.

"The message to dealers is to avoid over-promising when the truck will be ready, given that not meeting the deadline will greatly detract from the service experience," said Todd Markusic, director of the commercial vehicle practice at J.D. Power. "The key is managing expectations. Even for repairs that take longer than normal, if they are done within the timeline that was initially provided to the customer, dealers can achieve high levels of service satisfaction."

Engine or fuel-related problems typically result in the greatest amount of downtime (around eight days compared to the average six) the survey says.

"Manufacturers who have the fewest engine and fuel issues can have a real competitive advantage due to minimizing the time the truck is out of commission," said Markusic.

Class 5 trucks, the survey says, have the highest quality levels among medium-duty vehicles, with a score of 105 problems per 100 trucks (PP100). In comparison, Class 6 trucks average 140 PP100, and Class 7 trucks average 131 PP100.

"The larger trucks — Class 6 and 7 models — tend to be more sophisticated and are used for more demanding applications," said Markusic. "The greater weight and the more rugged use of these trucks have an adverse effect on quality. Quite simply, there is more that can go wrong."

The six factors are used to determine overall satisfaction in the survey are warranty; engine; cost of operation; ride/handling/braking; cab and body; and transmission.

It also measures service satisfaction levels for dealer facility; service quality, service delivery; service advisor, service initiation; and price.