Big savings are not all they seem, at least when it comes to buying auto insurance.

The just-released J.D. Power 2014 U.S. Insurance Shopping Study finds that poor service is a leading reason why customers shop for and switch to a new auto insurer, rather than price.

Declining satisfaction with new price is also the primary reason customers are less satisfied when they do switch insurer, according to the study findings.

J.D. Power notes that some 30 percent of auto customers shopped for a new insurance provider in 2013, of which 36 percent ultimately switched insurers.

Perhaps surprisingly, increases in premiums do not drive shopping as much as poor experience.

Customers who have a poor experience with their insurer shop at a rate of 28 percent – more than double the rate of shopping among those who experience a premium increase (13 percent).

Another key takeaway is that customers are tolerant of rate increases at a certain level. However, rate hikes of more than $200 can triple the rate of customers who switch insurers.

A press release quotes Jeremy Bowler, senior director of the insurance practice at J.D. Power:

The insurance industry spends billions of dollars each year on advertising, and over the last seven years many of those ads have tried to entice customers with big savings. While switching to a new insurer usually results in savings, the ads make promises of savings that a growing number of new customers don’t believe they’ve received.”

Price, however, is still important in the selection process with eight in 10 customers selecting the lowest-price insurer.

Price is also an increasingly important driver of new-buyer purchase experience satisfaction once customers have selected a new insurer. Overall new buyer satisfaction with the auto insurance buying experience averages 821 (on a 1,000-point scale), down significantly from 828 in 2013.

J.D. Power notes that the decline in satisfaction is driven by a 17-point drop in the price factor, which has the greatest impact on customer satisfaction.

Check out I.I.I. facts and statistics on auto insurance.