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Study: How car dealers treat customers is more important than price

Today's piece of blatantly obvious news comes courtesy of J.D. Power and Associates. According to a new study, a whopping 52 percent of new car buyers said the main reason behind picking one car dealer over another was how they were treated on the lot. In fact, of those surveyed, only 38 percent pointed toward the vehicle's purchase price as the main reason for laying down their hard-earned cash in one place over another. That means that for all the incentives and bargain specials, it really is customer satisfaction that moves vehicles off the lot.

The J.D. Power study also found that the ease or difficulty of price negotiation had the largest impact on just how satisfied customers were with their purchase at the end of the day. That's likely because agreeing on a price takes the largest amount of time during the car buying process aside from actually choosing a model. J.D. Power says that on average, negotiation takes around 53 minutes.

With all of the options available to car buyers these days, dealers would do well to heed the information in this particular study. Head over to the J.D. Power site for a closer look.

[Source: J.D. Power | Image: Getty]

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