China Sales Satisfaction Index (SSI) Study

Publish: May 2024

The study offers a complete perspective on sales and delivery process, analyzing customer’s satisfaction with the pre-sales, sales, and delivery experience among new vehicle owners with an ownership of 2-6 months. SSI focuses on what is important to today’s new vehicle owners - process/ transaction related factors, the customer’s interaction with the salesperson, and the delivery process - and highlights what contributes most to customers’ satisfaction with the dealer/ retailer.

In the model calculation, in addition to the vehicle owners of its own brand, we will also examine new-vehicle buyers’ satisfaction with the makes and dealerships they shopped but ultimately rejected and purchased another brand.


Research subscribers can gain a comprehensive and in-depth understanding of the considerations and intentions of new car buyers throughout their shopping experience.

Specifically, the study evaluated:

  • The reasons affecting the purchase of the purchased model;
  • Reasons for patronizing dealers and buying cars from dealers;
  • The time spent in each of the six stages of the car purchase process;
  • Performance of key sales and dealer employees;
  • Delivery performance, including explanations and settings of vehicle functions by sales staff;
  • The measure of dealer recommendation and the intention to buy the brand and the car from the dealer again;
  • Reasons for refusing to visit other dealers.

In addition, automotive sales satisfaction studies provide:

  • Information on test drives;
  • Information about auto finance;
  • Number of patrons of the same brand and different brand dealers;
  • Information on used cars or rental cars;
  • Demographics of car buyers and defeated customers.

More About the Study