- The document analyzes data from customer satisfaction surveys related to automotive dealership visits. It examines correlations between customer satisfaction levels and dealers' completion of various service standards at different stages of the customer journey. - The strongest correlations with customer satisfaction involved standards related to arranging test drives, highlighting vehicle features based on customer needs, and identifying customer needs through questioning. - Customer gender, age and day of visit did not significantly influence satisfaction levels based on the sales assistant's performance. Overall, meeting service standards through effective customer engagement was found to positively impact the customer experience and likelihood of purchasing a vehicle.

1. The Other Side
of Test Drive
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2. Comments:
The heaviest correlation relationship influencing the customer’s satisfaction on the call stage has the
standard regarding arranging an appointment for the visit. In case of 100% completion of this standard, the
satisfaction index is 65. When the standard is neglected, it is -39.
CORRELATION BETWEEN
SATISFACTION BY THE DEALER DURING THE CALL
AND SERVICE STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Coefficient
Was the member of staff able to arrange an
0,526
Did the member of staff ask you for your preferred
0,484
Did the member of staff take a sufficient amount of
0,465
Did the member of staff introduce him/herself by
0,399
Did the dealer call you back at the requested time?
0,398
Did the member of staff ask about the exact model
0,390
SATISFACTION BY THE DEALER DURING THE CALL
DEPENDS ON THE STANDARD COMPLETION/NON-
COMPLETION
-39
-11
-71
-13
28
-12
65
68
59
62
80
62
Standard is not completed
Standard is completed
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

3. Comments:
The standard of receiving the automated e-mail from the dealer doesn’t influence the overall satisfaction
on the stage of sending e-mail for schedule the appointment. More important if the easiness of getting the
dealer via e-mail as well as dealer’s ability to proceed with the specific request.
CORRELATION BETWEEN
SATISFACTION BY THE DEALER DURING SENDING E-MAIL
AND SERVICE STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Correlation
Coefficient
Did you consider the first contact phase as easy?
0,478
Was the dealer able to proceed with your specific
request? 0,378
Did you receive an automated e-mail from the dealer
to confirm the receipt of your request?
0,178
Was an e-mail address or contact form available on
the dealer website to contact the dealership?
0,091
SATISFACTION BY THE DEALER DURING THE CALL
DEPENDS ON THE STANDARD COMPLETION/NON-
COMPLETION
-59
-20
0
-38
31
71
37
8
Standard is not completed
Standard is completed According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

4. Comments:
The heaviest correlation relationship influencing the customer’s satisfaction on the presentation stage has
the standard regarding highlighting features and benefits according to the established qualifications. In
case of 100% completion of this standard, the satisfaction index is 50. When the standard is neglected, it
CORRELATION BETWEEN
SATISFACTION BY THE DEALER DURING PRESENTATION AND SERVICE
STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Correlation
Coefficient
Did the sales consultant highlight features and/or
benefits that would meet your needs as established
previously during qualification? 0,544
Did the sales consultant summarize the optional
accessories you talked about before? 0,539
Did the salesperson highlight the advantages of the
model versus the competition?
0,426
Did the sales consultant offer a test drive
proactively?
0,317
Did the sales consultant present the model using a
physical vehicle? 0,285
SATISFACTION BY THE DEALER DURING THE
PRESENTATION DEPENDS ON THE STANDARD
COMPLETION/NON-COMPLETION
-67
-49
-10
-15
-38
50
55
60
44
38
Standard is not completed
Standard is completed
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

5. Comments:
To make the experience in the dealership memorable the sales consultant has to surprise with the help
positively, be well prepared for the consultation, to get to know information about the customer’s needs,
his/her name and offer some drinks.
CORRELATION BETWEEN
SATISFACTION BY THE EXPERIENCE IN WHOLE (MEMORABLE)
AND SERVICE STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Correlation
Coefficient
During your visit to the dealership did the sales
consultant or any other member of staff do anything
to help you that positively surprised you? 0,503
Did the sales consultant explore for what
usage/purpose you want the new vehicle?
0,472
In your opinion was your experience easy, did you
feel that the sales consultant was well prepared for
your visit? 0,470
Did the sales consultant find out information about
you and your needs?
0,432
Did the sales consultant introduce him-/herself by
name? 0,333
Did the sales consultant/other employee offer you any
refreshment, coffee or tea?
0,312
SATISFACTION BY THE EXPERIENCE IN WHOLE DEPENDS
ON THE STANDARD COMPLETION/NON-COMPLETION
-44
-60
-83
-88
-66
-26
40
23
15
11
8
27
Standard is not completed
Standard is completed
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

6. Comments:
According to the correlation analysis, in order the consultation is individual, the sales consultant has to
identify the customers needs thoroughly. All the questions concerning the needs identification influence
the satisfaction by the individual treatment greatly.
CORRELATION BETWEEN
SATISFACTION BY THE EXPERIENCE IN WHOLE (INDIVIDUAL TREATMENT)
AND SERVICE STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Correlation
Coefficient
Did the sales consultant explore which features/
options/ accessories are needed?
0,524
Did the sales consultant explore for what
usage/purpose you want the new vehicle? 0,515
Did the sales consultant find out information about
you and your needs?
0,513
During your visit to the dealership did the sales
consultant or any other member of staff do anything
to help you that positively surprised you?
0,459
Did the sales consultant explore when you were
thinking of purchasing the car? 0,396
Did the salesperson suggest the next steps to be
taken? 0,395
ATISFACTION BY THE EXPERIENCE IN WHOLE (INDIVIDUAL
TREATMENT)
DEPENDS ON THE STANDARD COMPLETION/NON-COMPLETION
-75
-43
-84
-18
-34
-23
40
50
37
60
40
46
Standard is not completed
Standard is completed
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

7. Comments:
The sales consultants have to be well prepared for the visit and identify the needs of the customers in
order to make them feel valuable customers.
CORRELATION BETWEEN
SATISFACTION BY THE VALUABLE EXPERIENCE
AND SERVICE STANDARDS PERFORMANCE
TOP
STANDARDS
Pearson
Correlation
Coefficient
In your opinion was your experience easy, did you
feel that the sales consultant was well prepared for
your visit? 0,586
Did the sales consultant explore which
features/options/accessories are needed? 0,540
Did the sales consultant find out information about
you and your needs?
0,524
During your visit to the dealership did the sales
consultant or any other member of staff do anything
to help you that positively surprised you?
0,494
Did the sales consultant explore for what
usage/purpose you want the new vehicle? 0,464
Did the sales consultant explore when you were
thinking of purchasing the car? 0,418
SATISFACTION BY THE VALUABLE EXPERIENCE
DEPENDS ON THE STANDARD COMPLETION/NON-
COMPLETION
-69
-65
-73
-9
-25
-24
53
50
48
73
56
52
Standard is not completed
Standard is completed
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK

8. Comments:
The following results shows that the quality of the consultation and the experience received during the visit is directly
proportional to the desire to buy a car.
Would you buy a car
after such
consultation?
Question
Pearson
Correlation
Coefficient
Based on your experiences, would you buy a car from
this dealer?
0,948
How would you rate the performance of the sales
consultant you met during your visit? 0,877
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK
-95
-95
96
93
Standard is not completed
Standard is completed
SATISFACTION BY THE VALUABLE EXPERIENCE
DEPENDS ON THE STANDARD COMPLETION/NON-
COMPLETION

9. Comments:
The Shopper’s age/gender/the weekday of the visit doesn’t influence the way the sales assistance conduct
the consultation.
CORRELATION BETWEEN SHOPPER’S GENDER/AGE/WEEKDAY
AND SATISFACTION BY PERFORMANCE OF THE SALES ASSISTANT
Indicator
Pearson
Correlation
Coefficient
Gender
0,052
Age
0,167
Weekday
0,022
According to Pearson Correlation Coefficient
From ±0,500 to ±1
STRONG
From ±0,300 to ±0,499
MEDIUM
From 0,200 to ±0,299
WEAK