Study On The Measurement And Comparative Analysis Of The Citroen's Customer Satisfaction Index

At present, the research on the theory of customer satisfaction is a hotspot not only in academe, but also in the application field. In the world, Sweden, America, New Zealand, Australia, South Korea and Taiwan had established the customer satisfaction model. In China, the research on customer satisfaction began at 1998, and now, a lot of scholars especially in quality management and marketing field have given their own methods. But, the theories and models built-up are not mature absolutely, most of which are in the exploration and need more development and improvement.The theoretic model of customer satisfaction, the measurement system of customer satisfaction will be explored in this thesis thoroughly. The thesis also establishes an exercisable model, which was proved in the survey of CSI (Customer Satisfaction Index) of four brands of cars.This thesis can be divided into several parts:In the first part, the author expounds the purpose and the meaning of consumer satisfaction, and introduces the situation of research and developing trend around home and overseas, and puts forward the main research idea and research methodologies; In the second part, the author introduces the relative theories, which contains the definition, types and characteristics of CSI, and the author also talks about the theoretic models of customer satisfaction - KANO model and ACSI model, especially their advantages and disadvantages in practical application; In the third part, the author forms the index system and a way to calculate their important degree, and explains the main principles to design a questionnaire, and the comparable system of measurement of customer satisfaction was established at last; In the forth part, the author introduces the basic situation of project, such as targets, objects, the method to select the sample, etc., and gives the results of the questionnaire, for example, the actual value and expected value of each single factor, the weights, the CSI of every factor of every brand, and made a contrastive analysis of the results between the Citroen and other brands at last; In the fifth part, the author gives some methods to enhance the advantages and to improve the disadvantages of the Citroen; In the last part, it is the conclusion and prospect. In this thesis, many research methods will be adopted, such as literature, case study, investigation, graphology, statistics, and comparative analysis.The productions of this thesis included four points: firstly, the establishment of the comparable system of measurement of customer satisfaction index; secondly, the CSI of four brands of cars; thirdly, the contrastive analysis of customer satisfaction index; at last, and the ways to improve CSI based on contrastive analysis.