Dealership ratings based on online reviews are becoming even more important to potential buyers as the J.D. Power and Associates 2012 U.S. Sales Satisfaction Index (SSI) Study showed Wednesday.

While nearly 80 percent of new-vehicle buyers use the Internet during their shopping process, J.D. Power also found that nearly one-third consult online ratings/review sites when selecting a dealer.

“For years, new-vehicle buyers have accessed the Internet to research model information, vehicle features, configurations and pricing,” said Chris Sutton, senior director of the automotive retail practice at J.D. Power.

“Now, neutral online ratings/review sites are playing a key role in dealer selection. Whether the online reviews are positive or negative, they impact buyers’ willingness to visit a dealer.”

The study determined that new-vehicle buyers are much more inclined to use a ratings/review site than a social networking site when selecting a dealer. However, J.D. Power found satisfaction with the dealership experience is significantly higher among new-vehicle buyers who use social networking sites than among those who consult ratings/review sites.

“That’s the power of the network,” Sutton said. “New-vehicle buyers are using the Internet to read the reviews and recommendations of other buyers who have experience with a particular dealer, so it would be prudent for dealers to ensure their customers have had a satisfying experience, given their influence on prospective customers.”

Among new-vehicle buyers, the study indicated males are significantly more likely than females to consult ratings/review sites, whereas females are significantly more likely to consult social networking sites. 

J.D. Power said both genders are equally likely to visit blogs, forums or social networking sites (7 percent each).

However, analysts noted females post considerably more positive online statements regarding their dealer experience, compared with males (86 percent indicate comments “mostly positive” versus 77 percent, respectively).

J.D. Power explained its study is meant to be a comprehensive analysis of the new-vehicle purchase experience and a measure of customer satisfaction with the selling dealer (satisfaction among buyers).

The firm added the study also aims to measure satisfaction with brands and dealerships that were shopped but ultimately rejected in favor of the selling brand and dealership (satisfaction among rejecters).

Among buyers, satisfaction is examined across four measures (listed in order of importance): working out the deal (17 percent); salesperson (13 percent); delivery process (11 percent); and facility (10 percent).

Among rejecters, satisfaction is examined across five measures (listed in order of importance): salesperson (20 percent); fairness of price (12 percent); facility (6 percent); inventory (6 percent); and experience negotiating (5 percent).

Overall sales satisfaction among both buyers and rejecters averaged 664 on a 1,000-point scale in 2012, improving from 648 in 2011.

Satisfaction with the selling dealer averages 776 in 2012, a five-point increase from 2011.  Satisfaction improves in three of the four measures that examine satisfaction among buyers, with salesperson achieving the highest score.

Among buyers whose salesperson asked them questions to determine their vehicle needs, the study confirmed only 21 percent perceive some or too much pressure from dealer sales staff, compared with 32 percent among those whose salesperson did not ask questions about their needs who perceive some or too much pressure.

J.D. Power contends these results indicate that customers prefer salespeople who invest the time up front to listen to them and ensure they select the right vehicle. The firm said perceived pressure decreases when sales consultants establish a business relationship and understand customer needs.

Given the increasing complexity of technology in today’s new models, J.D. Power went on to mention there is a growing need for dealers to spend time explaining complicated audio, entertainment and navigation systems so buyers can fully utilize all the benefits these technologies offer.

A majority (86 percent to be exact) of new-vehicle buyers indicate that the dealer staff spent “just the right amount of time” with them during the delivery process.

Among the 8 percent of new-vehicle buyers who say that the dealer staff did not spend enough time at delivery, the study determined nearly three-fourths indicate they would have preferred staff to spend more time reviewing their vehicle’s features and technologies, such as pairing their phone to Bluetooth or demonstrating the navigation system.

Satisfaction with the dealership where rejecters shopped but did not buy their vehicle improves to 553 in 2012, a 28-point increase from 2011, with significant improvements in each of the five measures.

Beyond the broad measurements, the study determined Lexus ranked highest among luxury brands in satisfaction with the new-vehicle buying experience for a second consecutive year, with an index score of 737.  J.D. Power pointed out rankings are based on the experiences of both buyers and rejecters.

Infiniti (728) and Cadillac (725) follow in the luxury segment rankings to round out the three highest-performing brands.

Year-over-year sales satisfaction improved the most for Infiniti (a gain of 52 index points), moving from ranking eighth in 2011 to rank second in 2012.

The study revealed Mini came in highest among mass market brands for a third consecutive year, with a score of 712.

Buick (706) and GMC (683) followed in the mass market segment rankings. Honda improved the most among mass market brands (a rise of 30 index points) and moved from ranking 12th in 2011 to rank eighth in 2012.

The 2012 U.S. Sales Satisfaction Index Study is based on responses from 31,386 buyers who purchased or leased their new vehicle in May. The study was fielded between August and October.

J.D. Power also published the following charts to illustrate the findings of its 2012 U.S. Sales Satisfaction Index Study: