关于汽车服务企业(4S店)提高顾客忠诚度的策略(研究)

第1页（共44页）关于汽车服务企业（4S店）提高顾客忠诚度的策略（研究）重庆工商大学2012级汽车服务工程汽车服务1班刘楨指导教师周强中文摘要:随着整个汽车市场的进一步成熟和完善，许多汽车服务企业（4S店）都意识到了单凭汽车销售来获取利润以维持企业发展的暴利时代已经过去，现如今，企业要想在激烈的竞争环境中求得生存，只有不断完善汽车销售和售后服务的整个系统，注重顾客体验管理，才能持续提升顾客忠诚度，而如何去改善和提升一家汽车服务企业（4S店）的顾客忠诚度是本文研究的主要目的，本文分析了汽车服务企业（4S店）发展的现状，并且在结合汽车服务企业（4S店）顾客忠诚度研究成果回顾和分析的基础上，认为汽车服务企业（4S店）顾客忠诚度是认知、情感、意向和行为忠诚之间的权衡。本文使用问卷调查法，以汽车用户为样本，经过大样本调查，对4类顾客忠诚度进行调查，通过对数据的收集，样本的描述和分析，得出相关数据，从调查数据结果中得出4类顾客忠诚度的关系，并建立其模型，论文最后结合理论解释和问卷调查研究成果，对汽车服务企业（4S店）提出了提升顾客忠诚度的有效策略。关键词：汽车服务企业（4s店）顾客忠诚度问卷调查顾客体验管理ABSTRACT：Withtheautomobilemarkettofurthermatureandperfect,manyautomobileserviceenterprises(4Sshop)arerealizedbysinglecarsalesprofitstomaintainthedevelopmentofenterprisesprofitserahaspassed,now,enterpriseswanttosurviveinthefiercecompetition,onlybyconstantlyimprovingthesystemofautosalesandcustomerserviceservicethefocusoncustomerexperiencemanagement,tocontinuouslyimprovecustomerloyalty,andhowtoimproveandenhanceacarservicecompany(4Sshop)thecustomerloyaltyisthemainpurposeofthisstudy,thispaperanalyzestheautomobileservicecompany(4Sshop)thedevelopmentofthestatusquo,andincombinationwiththeautomobileserviceenterprisecustomerbase(4Sshop)loyaltyresearchresultsreviewandanalysis,thattheautomobileservicecompany(4Sshop)customerloyaltyisthecognition,emotionandintentionandbehaviorloyaltyTrade-offbetween.Theinvestigationmethodofthequestionnaire,tocarusersasthesample,afteralargesamplesurvey,on4kindsofcustomerloyaltywereinvestigated,throughthedatacollection,descriptionandanalysisof第2页（共44页）thesamplethatrelevantdata,fourkindsofcustomerloyaltyrelationshipisobtainedfromtheresultsofsurveydata,andestablishitsmodel.Finally,accordingtothetheoreticalexplanationandquestionnaireresearch,putforwardtheeffectivestrategyofcustomerloyaltyofautoserviceindustry(4Sshop).Keywords:Theautomobileserviceenterprises(4Sshop)CustomerloyaltyQuestionnaireinvestigationCustomerexperiencemanagement第3页（共44页）目录一、绪论................................................................................................................................................51.研究背景....................................................................................................................................52.本次课题研究的目的及意义.....................................................................................................6（1）研究汽车服务企业顾客忠诚度的意义.........................................................................6（2）本次研究的目的.............................................................................................................73.研究流程及研究框架.................................................................................................................84.各章内容的大体思路.................................................................................................................8二、与顾客忠诚理论相关的文献综述.................................................................................................91.顾客忠诚度的内涵.....................................................................................................................92.顾客忠诚的特点........................................................................................................................113.忠诚顾客的价值体现................................................................................................................11（1）提高收入........................................................................................................................11（2）减少成本........................................................................................................................11（3）良好的口碑效应以及形象效应....................................................................................11（4）集中精力，专注目标....................................................................................................11（5）有利于公司更快地推出其他新产品...........................................................................12（6）有效降低经营风险.......................................................................................................12（7）提高竞争壁垒...............................................................................................................12（8）反馈市场信息...............................................................................................................124.顾客忠诚的影响因素...............................................................................................................12（1）产品和服务质量...........................................................................................................13（2）顾客信任.......................................................................................................................13（3）顾客满意.......................................................................................................................13（4）顾客价值.......................................................................................................................13（5）转换成本.......................................................................................................................13三、汽车服务企业（4S店）顾客忠诚的特征..............................................