郑州别克汽车售后服务顾客满意度实证研究

I郑州别克汽车售后服务顾客满意度实证研究摘要:随着经济的发展，人们的生活水平不断提高，消费的需求也不断上升，越来越多的国外的私家汽车进入了了中国市场，汽车产业高速发展，为人们的生活水平提供了便利。汽车，尤其是高档汽车，不仅是一种交通工具，更成为一种身份的象征，成为人们生活中不可缺少的一部分。汽车市场日渐成熟的同时,汽车消费也日趋理性。产品质量与售后服务等因素将直接影响人们的选择意向。在激烈的市场竞争环境下，要想获得更多优势，售后服务至关重要，所以有必要进行顾客满意度分析研究，来提高企业的竞争力。本文首先回顾以往顾客满意度的研究成果，结合顾客满意度的基本理论与郑州别克4S店汽车售后的基本情况，构建郑州别克4S店汽车售后服务逻辑模型，建立顾客满意度指数测评体系。进行问卷调查，对数据进行分析，得出满意度水平，找出存在的问题，提出改进建议。关键词：别克，4S店，售后服务，满意度，层次分析法IITheStudyofBUICKServiceSatisfactioninZhengzhouAbstract:Withtheeconomicdevelopment,people'slivingstandardsandconsumerdemandsarerising.MoreandmoreforeignprivatecarsarecomingintotheChinesemarket,therapiddevelopmentofautomobileindustrymakethestandardoflivingforpeoplemorecomfortable.Cars,especiallyluxurycars,arenotonlyameansoftransport,butalsoasastatussymbol,becomeanindispensablepartoflife.Whilethegrowingmaturityofautomarket,autoconsumershavebecomeincreasinglyrational.Productqualityandafter-salesserviceandotherfactorswilldirectlyinfluencepeople'schoiceintentions.Intheintensemarketcompetition,inordertogetmoreadvantages,essentialserviceisveryimportant,soitisnecessaryforconductcustomersatisfactionanalysis,toimprovethecompetitivenessofenterprises.Thispaperreviewstheresultsofpreviousstudiesofcustomersatisfaction,then,customersatisfactioncombinedwiththebasictheoryandautomotiveaftermarketBuick4SstorebasicinformationinZhengzhou,itbuiltBuick4SstoreservicelogicmodelinZhengzhouandaCustomerSatisfactionIndexSystem.Finally,aquestionnairesurveyisconducted,basedontheanalysisofthedataandsatisfactionlevels,thepaperidentifiedproblems,andmakerecommendationsforimprovement.Keywords：Buick,4Sshop,afterservice,satisfaction,AHP目录摘要................................................................IABSTRACT...........................................................II1绪论..............................................................11.1选题背景及意义................................................11.1.1选题背景..................................................11.1.2选题意义..................................................21.2国内外研究现状................................................21.2.1国外研究现状..............................................21.2.2国内研究情况...............................................41.3研究的技术内容与主要路线......................................52理论概述..........................................................72.1顾客满意度的基本理论..........................................72.1.1顾客满意度的定义..........................................72.1.2顾客满意度的基本特征......................................82.2顾客满意度模型................................................92.2.1期望未确定模型............................................92.2.2质量三度模型..............................................92.2.3综合性顾客满意度模型.....................................102.3顾客满意度测量模型...........................................112.3.1SCSB.....................................................112.3.2ACSI.....................................................122.3.3ECSI.....................................................132.3.4清华顾客满意度指数模型...................................142.4测评方法及技术...............................................162.4.1顾客满意度测评指数量化方法...............................162.4.2权重设计方法..............................................163顾客满意的测评体系...............................................183.1顾客满意度测评逻辑模型.......................................183.1.1汽车售后顾客满意度评估的目的.............................183.1.2顾客满意度测评模型的建立.................................183.2测评指标体系建立的原则.......................................203.3测评指标体系构成.............................................203.4测评指标权重的确立...........................................223.3.1关于指标赋权的理论.......................................233.3.2汽车售后服务的顾客满意度评估指标的权重...................233.5调查问卷的设计...............................................283.6抽样方法.....................................................294顾客满意度的实证研究.............................................304.1别克4S店介绍及回收问卷的基本情况............................304.2信度分析.....................................................324.3按权重计算满意度.............................................324.4满意度指标对比分析...........................................354.5改进措施及建议...............................................354.5.1提高员工素质.............................................364.5.2降低顾客关于维修价格的不满意因素.........................375结论与展望.......................................................385.1研究结论.....................................................385.2本次研究存在的不足...........................................385.3顾客满意度研究的展望.........................................39参考文献...........................................................41致谢...............................................................43附录.............................................................44附录1：英文原文...................................................44附录2：中文译文...................................................48附录3郑州别克汽车售后服务满意度调查问卷..........................51第1页共52页1绪论顾客是企业生存的根源,顾客与公司之间的关系，是一种相互促进，互惠共赢的合作关系。企业想要获得发展,就必须要得到顾客的认可,让顾客满意，很多大企业在制定质量战略时都将顾客满意作为战略核心。1.1选题背景及意义1.1.1选题背景走入21世纪，人民的生活水平大幅度的提高，汽车走入千家万户，越来越多的人购买汽车。2010年度根据公安部数据，截至今年9月