Buyers resent low inventories, prices over MSRP, study says
elected to charge more than the Manufacturer’s Suggested Retail Price, a factor that did not sit well with buyers.
“When dealers charge more than MSRP, particularly with long-term loyal customers, they risk a potential long-term negative effect on customer advocacy and service business," said Chris Sutton, vice president of automotive retail at J.D. Power. Satisfaction among buyers who paid more than sticker price is 757, while satisfaction among those who paid the sticker price or less is 850, the Power report said.inventory was also a customer irritant, J.D.
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