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Because a growing number of dealers say they rely on independent online consumer feedback to run their businesses, it could make sense for automakers to use a similar online-ratings type system for their own customer satisfaction index programs.
For now, many automakers are reluctant to change their factory CSI programs. But growing consumer and dealer acceptance could change some minds.
Dealer Billy Vaughn, for example, relies heavily on customer online reviews when making his own, nonautomotive purchases.
"You go to Best Buy; they have their reviews online about all their products," says Vaughn, vice president of Kahlig Auto Group, which has nine stores in San Antonio. "To me, those are the most compelling."
Vaughn isn't alone.
In a...