Research On Customer Satisfaction Evaluation Of Automobile Service

Today automobile service has been an important backbone of national economy. With the rapid growth of sale market, weather an automobile markerting enterprise can apply customer satisfying services or not, has become a kind of competence. If wants to apply customer satisfying services, the enterprises must know customer and pay attention to service customer satisfaction and loyalty for completion need.The paper introduces the development of automobile service market, the theory and measurement methods about customer satisfaction are reviewed, as same as the relationship between the satisfaction and loyalty. According to the principle of CSI, fuzzy method and entropy method, setting up an evaluation system.By the method of factor analysis, cluster Analysis and Contingency Table Analysis, the paper researches the different factors'importance, the influence to loyalty, customer satisfaction preference and customer satisfaction in segment market across-the-board. Finding the results: (1) Shenzhen's CSI is lower than international level; (2) The pivotal factor of customer satisfaction is"quality apperceive factor"; (3) The individual character correlates auto-service customer satisfaction.According to the research results, the paper gives out"enterprise image strategy","guality improvement strategy"and"CSMS strategy"advices about how to improve customer satisfaction to the makerting enterprises.