Differential (Thailand) Co., Ltd., a leading consulting and market research firm, revealed the results of their ongoing third-year study on customer satisfaction with after-sales vehicle service at authorized brand service centers nationwide (Service CXI). The study found that Thailand's after-sales service sector has entered a new competitive phase. Overall satisfaction scores declined, but this also reflects customers' growing expectations for transparency, systematic consultation, and consistent post-service engagement.
This in-depth study explores changing expectations of car owners by comparing satisfaction, performance, and service standards across different automotive brands. It also analyzes trends from past to present data, helping carmakers improve after-sales strategies and continuously enhance customer experiences.
The research was conducted from October to December 2025, collecting feedback from vehicle owners who had received service within the past 10 months and whose vehicles were between 12 and 36 months old at the time of interview. Satisfaction was measured across five key factors important to customers:
1) Quality of service work
2) Price and value for money
3) Service from staff and facility amenities at the service center
4) Communication and clarity
5) Convenience and ease of access to service
Sirawut Satrapai, Managing Director of Differential Thailand, added, “Our 2026 customer satisfaction study on authorized car brand service centers nationwide reveals interesting points. The overall Service CXI score dropped by 2 points, indicating increasing challenges for brands to exceed customer expectations.”
Honda achieved the highest score of 898 points, rising 8 points from last year, thanks to systematic service improvements and clearer, more continuous communication with customers. Toyota scored 894 points (down 3), Ford 894 points (down 2), and GWM 893 points (down 2). Despite slight declines, these three brands remain in the leading group. BYD scored 893 points (up 4), joining the leaders by enhancing service quality and price competitiveness. Meanwhile, GAC Aion and Changan, ranked for the first time with sufficient samples, scored below the industry average, reflecting challenges in establishing standards and delivering excellent after-sales service during network expansion.
Ranking of Thailand's Customer Service Experience Index for popular car brands in 2026 (out of 1,000 points) Differential 2025 Thailand Service Customer Experience Index Study (Service CXI) SM
Note: This study represents an independent third-party evaluation of customer service performance among popular (non-luxury and non-sports) automotive brands in Thailand's automotive industry.
“Secondly, the 2026 study also shows declines in satisfaction across four main factors:
1) Quality of service work
2) Service from staff and facility amenities at the service center
3) Communication and clarity
4) Convenience and ease of access to service
Customers’ satisfaction decreased in several detailed aspects such as dealer staff technical expertise, repair quality, progress updates during repairs, clarity of costs, and service center atmosphere and amenities. This indicates customers now expect higher standards regarding technical knowledge and dealer staff capability, service processes and communication, as well as comfort when visiting service centers.”
Over 80% of customers still prefer booking appointments via phone through service centers, but the channel generating the highest satisfaction is brand-specific mobile applications, followed by chat communication with dealer staff. The study also confirms that continuous follow-up after service visits—not just a single contact—results in better satisfaction and fosters stronger loyalty to the service center.
To maximize customer satisfaction with after-sales service experiences, automakers and dealers should focus on three key areas:
1) Ensuring consistent operations throughout the service process, from accurate diagnosis and repair on the first attempt, clear communication of repair timelines, to professional advice from service consultants.
2) Enhancing transparency through systematic consultation, including detailed quotations, clear warranty terms explanations, and ongoing progress communication to build trust and credibility.
3) Strengthening continuous customer engagement via multiple channels such as mobile apps, chat, and proactive follow-ups after service to increase repeat visits and cultivate long-term loyalty.