Value-Added Chain Model Analysis Of Automobile Service Based On Customer Requirement

Since 2005, China entered into transition period after joined WTO. During this period, main characteristics of automobile market are as following. The price of imported cars decreased hugely. Foreign automobile salers came into China market. The consumers have more choices of brands and service and the supply and requirement of automobile market is changing continuously. Automobile sales market becomes more and more competive and turns from seller market to buer market. With this background, automobile sales and service start its leading function as the connection of automobile production and consumption. Therefore, automobile service providers turn product sales into service sales.Service sales based on buyer market are guided by customer requirement. However, automobile service requirement of customers isn't rational. It requires automobile service providers to summarize customer background and requirement structure, design reasonable purchase plan, lead customers find their most satisfacoty purchase plan and finally promote automobile service brand by providing added value. With this scenario, the content of this paper is divided into three modules.Firstly, with questionnaire research, it is known that customers'automobile requirements are layered and divided into four levels. Each level consists of many different kinds of functional categories. Customer'selection of levels and categories makes a matrix model of level performance of customer'automobile requirement. With this model, customer requirements are redesigned in automobile service process. Automobile salers make satisfactory purchase plan with minmun expense for customers. In order to redesign current service process, new customer requirement model design is applied for new automobile servie process model.Secondly, this paper validates the correlation between service quality and service value and negative relation between customer expense and service value. Five aspects affecting automobile service quality of customer requirement model design are thought as first dependent variables. Twenty-one survey topics are included in SERVQUAL table to test these aspects. Five topics are used for total service quality. Four topics are used for customer expense. Eight topics are used for service value. It builds up service value measurement structure equation model, which use service quality and customer expense as dependent variables. With model inspection, standard regression indexes of all structure variables are achieved by AMOS7.0 model software. This model is applies for completing automobile service value measurement of customer requirement model design.Finally, based on nine-hierarchy requirement model above, this paper constructed a four-hierarchy requirement model according to synthesize and induction. This four-hierarchy requirement model overcomes the weakness of nine-hierarchy requirement model, and it has the following advantage:1) Easy to operate; 2) Locate accurately for the complex requirement; 3)Dynamic nature. Then the relevant questionnaire is designed, and SEM is used to test the rationality of four-hierarchy requirement model. Result supported the hypothesis of four-hierarchy requirement.Based on the research above, academic progress in this paper is shown as follows: (1) Using service sales theory in China automobile industry, bring customer requirement model design into automobile service process, apply matrix model for customer requirement level performance. (2) Applying customer reuqirment performance model, discover value-added effect of customer requirement by evalueating customer requirement structure, bring out measurement model of customer requirement calue. (3) Using customer requirement model design to regenerate automobile service process and build up new automobile service value-added chain model. The main work of this model is to analyze customer requirement value structure and bring out measurement model of customer requirement value structure. (4) Based on nine-hierarchy requirement model above, this paper constructed a four-hierarchy requirement model and test the rationality of the model by empirical research.