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SEARCHNEW ORLEANS –- New-vehicle buyers rank their franchise new-car auto dealer nearly as trustworthy as law enforcement and more so than the health care, insurance and legal industries and the news media.
NEW ORLEANS –- New-vehicle buyers rank their franchise new-car auto dealer nearly as trustworthy as law enforcement and more so than the health care, insurance and legal industries and the news media.
In the study, conducted by Harris Interactive and released by Automotive Retailing Today, car purchasers rated the trustworthiness of their auto dealership 68.4 on a 100-point scale. The other rated industries received the following scores:
Law enforcement: 69.5
Health care: 52.8
Insurance: 48.9
Legal: 48.0
Media: 43.8
“It’s gratifying that our customers acknowledge the effort we put into winning their confidence and trust,” said Alan Starling, chairman of Automotive Retailing Today.
Women were especially favorable about dealer financing and reported that the dealership financing personnel took the time to answer their questions. Eighty-seven percent of consumers liked the financing process, reporting that the dealer provided enough information for an educated, informed decision.
Car buyers also said they trusted their personal dealership more than the auto industry in general (46.5), suggesting that negative stereotypes about the industry diminish as customers get their own experience.
The telephone survey contacted 1,664 individuals in June and July 2004. Of those surveyed, 887 were new-car purchasers/lessees, 147 consumers who shopped for a car but didn't make a purchase and 630 who had not shopped for a new car at all in the prior 18 months.
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