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Auto Dealer Owner Experience & Loyalty Survey

Measures how vehicle owners experienced buying, financing, and servicing at your dealership — covering sales transparency, delivery, pricing fairness, and repeat-purchase intent — with an AI follow-up that reconstructs the exact moment that shaped their loyalty or frustration, not just the surface rating.

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Sample questions

A preview of what’s in the template. Every question is editable before you launch.

13 questions · ~7 min
Q01
Message

Thanks for taking a few minutes to share your experience with our dealership! Your honest feedback helps us improve how we sell and service vehicles. This will take about 5 minutes.

Q02
Multiple ChoiceRequired

Which best describes your most recent visit to the dealership?

  • Purchased a new vehicle
  • Purchased a used vehicle
  • Had my vehicle serviced or repaired
  • Test drove or browsed without purchasing
Q03
Opinion ScaleRequired

How likely are you to recommend this dealership to a friend or colleague?

Scale: 0 – 10
Min:Not at all likelyMax:Extremely likely
Q04
MatrixRequired

Please rate the dealership on each of the following aspects of your visit.

5 rows × 5 columns
  • Sales staff knowledge and professionalism
  • Transparency of pricing
  • Speed of paperwork and financing process
  • Cleanliness and comfort of the facility
  • Clarity of financing and warranty terms
Columns: Poor · Fair · Good · Very Good · Excellent
Q05
Rating ScaleRequired

How would you rate the vehicle delivery or handover experience (e.g., walkthrough of features, cleanliness, being ready on time)?

Range: 1 – 5
Min:PoorMax:Excellent
Q06
Opinion ScaleRequired

Thinking about the price you paid, how fair did it feel relative to the value you received?

Scale: 1 – 7
Min:Very unfairMax:Very fair
Q07
Multiple ChoiceRequired

How likely are you to return to this dealership for your next vehicle purchase?

  • Definitely will return
  • Probably will return
  • Not sure
  • Probably will not return
  • Definitely will not return
Q08
Best–Worst Trade-off (MaxDiff)Required

When choosing a dealership, which of these factors matter most and least to you?

  • Price and overall value
  • Sales staff professionalism
  • Speed of the transaction
  • Financing options available
  • Service department quality
  • Facility comfort and amenities
  • Communication and follow-up after the sale
  • Trust and transparency
Pick best & worst per setBest:Matters mostWorst:Matters least
Q09
AI Interview

Explore the reasoning behind the respondent's likelihood-to-recommend score and their lowest-rated aspect of the visit. Have them walk through the specific moment that most shaped their impression — what a staff member said or did, how pricing or financing was explained, and whether expectations set before arrival matched reality. If the score was very high, probe what would make them actively mention the dealership by name to a friend; if very low, push for the single fix that would have changed their experience.

Q10
Long Text

Is there anything else about your experience with this dealership you'd like us to know?

Q11
Dropdown

What is your age range? (optional)

  • 18-24
  • 25-34
  • 35-44
  • 45-54
  • 55-64
  • 65+
  • Prefer not to say
Q12
Multiple Choice

What is your gender? (optional)

  • Woman
  • Man
  • Non-binary
  • Prefer to self-describe
  • Prefer not to say
Q13
Message

That's everything — thank you for sharing your experience! Your feedback goes directly into a report our sales and service teams use to improve how customers are treated at every visit.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Goes beyond a single satisfaction score with a dedicated AI follow-up interview that reconstructs the exact moment (sales, financing, or delivery) that shaped the customer's loyalty or frustration
  • Combines structured measurement (matrix ratings on visit aspects, pricing fairness scale, delivery/handover rating, repeat-purchase likelihood) with open-ended probing, so you get both benchmarkable scores and the 'why' behind them
  • Uses a MaxDiff exercise to force trade-offs on what actually drives dealership choice, rather than relying on respondents rating everything as important
  • Every AI probe is transparent and paired with automated per-response quality scoring and an auto-generated report, so you can trust and act on the qualitative data without manually reading every transcript

QuestionPro

Auto Dealer Satisfaction Survey Questionnaire and Template

A ready-to-use static questionnaire covering standard auto dealer satisfaction topics like sales, service, and pricing. It's built on QuestionPro's broad enterprise survey platform, so it fields reliably, but the template itself is a fixed question list rather than something that adapts to each respondent's answers.

What it does well

  • Purpose-built for auto dealer satisfaction measurement
  • Backed by an established enterprise survey platform with broad distribution and analytics tooling
  • Likely includes standard, well-tested question phrasing for the automotive category

Where it falls short

  • No adaptive AI follow-up questioning — respondents can't be probed further on a low or high score
  • No voice AI interview option for capturing verbal detail
  • No indication of automated per-response quality scoring or transparent prompt methodology

Jotform

Dealership Experience Survey Form Template

A customizable drag-and-drop form template for collecting dealership experience feedback, well-suited to teams that want an easy visual form builder. It's a static form structure focused on collection and basic reporting rather than deep qualitative follow-up.

What it does well

  • Easy drag-and-drop customization for quick deployment
  • Wide range of integrations typical of Jotform's form ecosystem
  • Simple to embed on a dealership website or send via link

Where it falls short

  • No adaptive AI interviewing or voice AI capability to explore respondent reasoning
  • No mechanism for automated quality scoring of open-text responses
  • Reporting is form-response based, not an AI-synthesized narrative report

SurveySparrow

Dealership Experience Survey Template

A conversational-style survey template aimed at automobile companies, leveraging SurveySparrow's chat-like UI for a friendlier respondent experience. It improves on flat forms stylistically but still relies on pre-set question branching rather than true AI-generated follow-up questions.

What it does well

  • Conversational, chat-like survey experience improves completion rates
  • Positioned specifically for automotive/dealership use cases
  • Supports standard branching logic for basic personalization

Where it falls short

  • Branching logic is not the same as an AI dynamically reconstructing a respondent's specific experience
  • No voice AI interview option
  • No published methodology for how quality or depth of responses is assessed

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

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