CEIDEA Research Client - Service Brand Satisfaction and Upgrade Study for FAW Mazda
Company overview
FAW Mazda is a joint venture established by FAW Group Corporation and Mazda Corporation. For a long time, it has focused on providing Chinese consumers with personalized vehicle designs and driving pleasure. As a key representative of the Mazda brand in China, FAW Mazda has earned high customer satisfaction and brand loyalty through its high-quality technology, product quality, and after-sales service, continuously advancing local brand development and service system construction
Research background
To enhance the service brand image, strengthen customer retention, and effectively evaluate the impact of service improvements, FAW Mazda commissioned CEIDEA Research in 2019 to conduct a comprehensive brand service satisfaction study combining pre-implementation satisfaction research and post-implementation effectiveness evaluation. The project aims to systematically understand owners' perceptions and needs regarding brand service, identify opportunities for brand upgrading, and provide empirical support for service enhancement and brand optimization strategies.
Research scope
In 2019, CEIDEA Research, on behalf of FAW Mazda, conducted a two-phase study combining focus group discussions, qualitative in-depth interviews, and quantitative surveys. The pre-implementation satisfaction research included: organizing qualitative focus groups to hear feedback and suggestions from FAW Mazda and competitor vehicle owners regarding vehicle design, service quality, and brand trust; collecting quantitative telephone survey data on after-sales service software and hardware satisfaction, customer retention, and potential needs; conducting qualitative interviews with dealers to gain in-depth insights into brand communication, service differentiation, and customer maintenance strategies; and performing in-depth interviews with senior FAW Mazda executives to gather professional opinions on brand optimization from internal perspectives. The post-implementation effectiveness evaluation focused on changes in owners' perceptions of products and services following the brand upgrade, using quantitative telephone surveys to assess the effectiveness of service improvements, and further collecting actionable recommendations.
Expected outcomes
Through this study, FAW Mazda obtained authentic and comprehensive service experience feedback from owners, dealers, and internal management. The research findings will enable the company to accurately identify service weaknesses, clarify owners' core expectations of brand value, and provide data-driven support and actionable guidance for future service initiatives and brand communication strategies, thereby significantly enhancing the brand image, customer satisfaction, owner loyalty, and willingness to recommend the brand
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