The 2026 BPCXI research by Differential shows a 7-point decline in the satisfaction index for standard paint and body repair centers, reflecting fundamental issues in workmanship quality and communication. The study advises service centers to urgently improve to maintain long-term customer loyalty. Mazda scored the highest with 898 points, earning the title of the most satisfying brand of the year.
Mr. Sirat Satrapai, Managing Director of Differential Thailand, said they conducted the 2026 BPCXI customer experience research on auto paint and body repairs, marking the second consecutive year of this study.
This research focused on customer satisfaction with the service at standard paint and body repair centers of car manufacturers. It found that the overall customer experience index for the industry dropped for the first time since the study began, decreasing by 7 points from 900 in 2025 to 893 in 2026 (out of a total of 1,000 points).
The study collected data from 1,552 new car owners who purchased vehicles between October 2020 and November 2025 and had paint and body repairs performed between November 2024 and November 2025.
It was an in-depth study of car owners who used paint and body repair services at standard service centers of car manufacturers within 12 months after repair, assessing satisfaction based on five main factors:
1. Quality of service work
2. Timeliness
3. Personnel and facilities
4. Communication and transparency
5. Convenience of accessing services
Mr. Sirat added that the 2026 customer experience index for auto paint and body repairs in Thailand showed an overall decline in customer satisfaction, mainly due to basic issues in the repair experience.
These included quality of service, timely delivery, and clarity of communication. Mazda topped the brands this year with 898 points, achieving the highest scores in service quality and timeliness.
"To reverse this trend, manufacturers and service centers should prioritize workmanship quality, especially the proper reassembly of parts and on-time vehicle delivery, which are the main causes of the overall score decline. Additionally, communication during repairs is another crucial service factor. It is important to recognize that paint and body repairs are not a one-time transaction but a relationship-building process. Follow-up after service to confirm customer satisfaction directly influences repeat service use," he said.
After-sales service, especially for auto paint and body repairs, is a critical period that determines long-term customer loyalty to the brand. The Thailand BPCXI study serves as a tool to help car manufacturers, dealers,
and insurance companies truly understand what customers value and design impressive service experiences throughout the vehicle ownership journey—from today’s after-sales service to the future decision to repurchase the same brand.