SALT LAKE CITY -

The number of franchised dealer reviews over four stars has grown as a percentage of all reviews.

According to a study from auto industry online reputation services company Friendemic, the number of positive reviews grew from January 2017 through August 2019. Negative reviews have dropped below 13% of total reviews.

In a blog post titled, “Do Consumers Really Dislike the Dealership Experience?”  Friendemic posted the study’s findings, with chief growth officer Denise Chudy saying dealers are using feedback from reviews to improve their customer interactions.

“We continuously see dealers make great strides in their efforts to deliver a better customer experience, and many use software and managed services to help in that journey,” Chudy said in a news release.

Chudy continued, “General media often treat dealers as questionable in their intentions, with one recent ad campaign even describing the dealership experience as a circus of clowns. We, Friendemic, disagree with those stereotypes.”

Friendemic analyzed more than 4.2 million franchise dealer review records from January 2017 through August 2019.

The company says that more than 60% of customers use dealership reviews to determine which dealership will get their business, and Friendemic says its reputation tools help dealers solicit and respond to reviews. The tools also help bring additional shoppers into dealership doors, according to the company.

"As dealers we work hard to defy the stereotypes put upon us and truly deliver a first-rate experience to our guests,” said Findlay Kia general sales manager Mark Olson.

Olson continued, “We’ve become better at using tools that help us monitor and respond to feedback from reviews, like Friendemic, and look forward to continuing to move the needle for our customers.”