Research Of Customer Satisfaction In MPV Market

Today automobile industry becomes an important backbone of national economy.With the rapid growth of MPV market, Chinese customers gradually accepted itsmulti-purpose design. The enterprises must pay attention to customer satisfaction andloyalty for completion need. The paper studies the customer satisfaction of ChineseMPV market by the method of statistics analysis and econometrics modeling. In thepaper the six MPV brands are researched as the objects.Firstly the paper introduces the development of MPV market in china. Then the theoryand measurement methods about customer satisfaction and loyalty are reviewed, assame as the relationship between the satisfaction and loyalty. The paper also discussedthe survey of customer satisfaction in auto market in recent years.By the method of factor analysis, multivariate regression, partial least-squaresregression, cluster Analysis and Contingency Table Analysis, the paper researches thedifferent factors' importance, the influence to loyalty, customer satisfaction preferenceand customer satisfaction in segment market. The research structure consist four pathrelations, including customer exception, customer perceived, customer satisfaction,and customer Loyalty. The paper uses LISREL model to find out the cause and effectof these factors and the fitness of the model.According to the research result, at last the paper gives out some advices about how toimprove customer satisfaction and loyalty to the MPV enterprises.