Bridgestone and MRF Tie for Highest Ranking in Customer Satisfaction with Original Equipment Tires
The study, now in its 16th year, measures satisfaction among original equipment tire owners during the first 12 to 24 months of ownership across four factors (listed in order of importance): appearance (876 on a 1,000-point scale); ride (876); durability (870); and traction/ handling (872).
Key findings
- Overall OE tire customer satisfaction averages 873 points, a 5-point increase from 2015. Satisfaction improves across all four factors year over year, most notably in ride (+7 points).
- Customers expect their tires to be problem free. Even one problem can impact satisfaction levels negatively by 57 points, compared to when no problems are experienced.
- The repurchase intent for the OE fitted brand is extremely strong, with 94% of customers indicating they are likely to repurchase their existing brand. However, those who intend to switch brands indicate personal brand preference and tire quality expectations as the main reasons.
- The study finds that 74% of owners who are highly satisfied (overall satisfaction scores of 955 or higher) with their original tires say they “definitely would” recommend their tire brand. Among customers who are less satisfied (scores of 814 or less), only 38% say they “definitely would” recommend their tire brand.
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