Bangkok, Thailand: 25 February 2025–Differential Thailand has released the findings of its second annual Thailand Service Customer Experience Index (Service CXI) StudySM, highlighting notable improvements in after-sales service satisfaction across mass-market automotive brands. The industry-wide Service CXI average has risen to 893 points, reflecting a growing focus on service transparency, customer engagement, and pricing competitiveness.
The annual study tracks changes in the passenger vehicle industry thereby offering key insights into evolving customer expectations and trends in competitive brand performance in Thailand. This enables OEMs to continuously improve their after-sales strategies and deliver better customer experience.
Conducted between October and December 2024, the study captures feedback from vehicle owners who visited authorized service centers within 10 months of the interview date for maintenance or repair work during the first 12 to 36 months of ownership. Satisfaction is measured across five key dimensions, ranked by importance: service quality, price and value, personnel and facilities, communication and transparency, and convenience and accessibility.
2025 Thailand Service Customer Experience Index Ranking Mass Market Brands (Based on a 1000-point scale)
Study Name: Differential 2025 Thailand Service Customer Experience Index Study (Service CXI) SM
Key Industry Insights:
- CXI scores continue to rise across the industry, with the mass-market average increasing by 8 points, reflecting overall improvements in after-sales service. Toyota remains the highest-ranked brand, gaining 6 points from last year, while Ford (+11 points) and Nissan (+23 points) saw the most significant improvements, driven by enhanced communication and cost transparency. GWM (895 points) solidified its position among top-performing brands, benefiting from better service accessibility and competitive pricing.
- Key differences in service satisfaction between Japanese and Chinese automotive brands:
Japanese brands, including Toyota, Honda, and Nissan, consistently rank higher in-service quality, transparency, and personnel training, fostering stronger customer trust and long-term loyalty. In contrast, Chinese brands such as GWM, BYD, and NETA are rapidly closing the gap by offering competitive pricing and improved service accessibility. However, challenges remain in parts availability, warranty clarity, and post-service engagement, where Japanese brands continue to excel. Ultimately, Japanese brands lead in trust and structured service processes, while Chinese brands differentiate themselves through affordability and digital service adoption.
- Customer satisfaction now extends beyond traditional service, with proactive engagement and digital communication becoming essential drivers of loyalty. Brands with higher service engagement, such as reminders, updates, and follow-ups, experience stronger customer retention, with 71% of customers who received proactive communication about their next service more likely to return to the same dealer. Real-time service updates across multiple channels, including phone, SMS, and service apps, have also become a key differentiator, as brands excelling in multi-channel communication report higher perceived service value.
- To remain competitive, OEMs must focus on three key areas: improving service cost transparency, as more than 40% of customers cite unclear pricing as a major pain point; expanding proactive engagement efforts through timely follow-ups and maintenance advice to strengthen trust; and ensuring clearer warranty explanations and long-term service guarantees to enhance customer retention and repeat service bookings.
Note:
– The study represents independent and third-party assessment of the current performance of different mass market nameplates (excluding luxury and sports car segment) in the Thai automotive industry.
– CHANGAN Deepal & GAC Aion are excluded in the ranking due to small or insufficient sample size.
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About the Study
The 2025 Thailand Service CXI StudySM is an independent evaluation of customer satisfaction with authorized automotive service networks in Thailand. Covering 12 mass-market brands, the study is based on 2,516 respondents across Thailand who purchased their vehicles between October 2021 and November 2023 and had them serviced between December 2023 and December 2024.
By providing detailed benchmarking data, competitive performance insights, and customer sentiment analysis, the study serves as a critical tool for automotive executives seeking to enhance after-sales strategies.
About Differential in the Asia Pacific Region
Differential is a premier CX market research and consulting firm with a reputation for excellence. Headquartered in Singapore, Differential currently conducts research and advisory programs in over 40 countries around the world for multiple Fortune 500 clients. Led by a team of seasoned industry professionals with decades of experience, Differential is dedicated to delivering high-quality insights and transformative solutions to enhance customer experiences.
For more information, please visit www.differential.com.sg
Unlock the Full Report for Competitive Advantage
The full 2025 Thailand Service CXI StudySM provides deep insights into:
- Brand-specific performance and customer satisfaction trends
- Benchmarking against competitors in key service areas
- Actionable strategies to improve after-sales service and engagement
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