Measuring Of Customer Satisfaction Degree And Its Experimental Study

Customer Satisfaction is the focus of competition in the current international markets all over the world. Since the first American scholars called Cardozo came up with the idea of customer satisfaction in 1965, and conduct an analysis in-depth, there have been more than 10,000 papers and numerous books discussing the meaning of customer satisfaction, the measurement method of satisfaction degree, and analysis model of customer satisfaction degree. From the 1960s, Customer satisfaction strategy in the United States rose, and then, has been rapidly developed and widely disseminated in developed countries. In a highly competitive and slow-growth market environment, not price itself as one of the most effective competitive weapons, but it is even more important to look for others means that can retain existing customers in the greatest degree. This is a means to the pursuit of customer satisfaction. Consequently, as a marketing idea and competition means, the customer satisfaction theory began to be studied and applied. With the constant deepening of the understanding of the concepts of customer satisfaction, people have gradually come to realize that the expectations, standards and performance established by customer require enterprises to improve such factors as product, service and quality to complete and improve customer satisfaction. Thereby, economic benefits will be enhanced.Along with the deepening of market reform and intensifying of competition, many enterprises have come to realize it is important to maintain and retain their customers. They gradually show more concern and implement the CS strategy (Customer Satisfaction strategy). This stage, the customers are deciding factor that can determine the existence and development of enterprises. All customer-centered management is the core concept. Enterprise must master the psychology of customers, and implement survey of Customer Satisfaction Index to determine the enterprise's competitive advantages, the problems and furthermore how to improve. Thereby, customer satisfaction is enhanced, and customer loyalty is cultivated, then the development of enterprises is promoted. As a result of it, enterprises and customers can get benefits from it qualitative description of the study can only attach more importance to customer satisfaction index survey, but have no practical guidance of How to Implement Customer Satisfaction Index survey. And the maneuverability is not strong. So it is necessary to combine the qualitative analysis and quantitative analysis, introduce other academic research results, and establish accurate and strong operational model. Through a rigorous statistical sampling, the specific data that can reflect the true reality of enterprises will be required to guide the operations.After joining the WTO, China's auto industry is facing with not only the impact of foreign auto products, but more important is after-sales service market of automobiles. Compared with foreign auto manufacturers, the after-sale service of automobiles is not satisfactory, and becomes the weakness.In the mature auto market, the early traditional model of profitability was transferred to after-sales service industry. In the case of Toyota Motors, for example, it has more than 7,300 service sites and employs nearly 100 thousands workers, more than double of employees engaged in manufacturing. The profit analysis of the world's top 10 auto companies in the world also shows that 60% of the profits are obtained in the course of service. In an economic perspective, the experts recognized after-sales services industry of automobiles can create their own effect and a sustained high growth rate. And more, after-sales services industry of automobiles can induce the growth of other industries directly and indirectly, therefore bring about a favorable cycle of the entire industrial structure.Therefore, it is necessary to study the current situation of the development of china's after-sales service industry of automobiles and learn from the successful experiences of foreign auto after-sale service industry to seek effective measures of development of china's after-sales service industry of automobiles and improvement of management Performance of after-sales service industry of automobiles.Based on the reading of the literature about customer satisfaction, in light of China's actual situation, this study integrates large number of research results, comes up with views and perspectives, and analyses the customer satisfaction and evaluation system further. In the course of the study, the factors affecting customer satisfaction are showed, and the index system affecting customer satisfaction is established. These indexes are quantified in suitable scale. The study adopts questionnaire survey, and analyses the data using SPSS to calculate the customer satisfaction and importance of after-sales service of automobiles. Finally, through the use of quadrifid graph and the model GAP 5, the study analyses data and explore the reason to provide recommendations for the company. The essence of the study is that theory of the customer satisfaction index and several statistical analyses are applied in measurement of customer satisfaction degree of applied research in after-sale service of automobiles. Empirical research findings indicate that the measurement of index system and the results of the analysis method adopted are reliable. And these findings are also an effective tool for understanding customer satisfaction and the factors that influence customer satisfaction.This study analyses the advantages and disadvantages of the relevant indexes of after-sales service, and points out where the after-sales service industry of automobile should invest more capital and where it just need maintain the current situation to achieve effective allocation of resources rationally.Next, the GAP 5 model about the quality of service analyses the gap between the customer expectations and the perceived value of all relevant indexes. The results indicate that the gap between the customer expectations and the perceived value of all relevant indexes exists, and the gaps of indexes in top 10are greater, that should be paid more attention of enterprises.The time of introduction to the theory and the study of customer satisfaction is very short, so there is certainly a learning and assimilation process. Meanwhile, in view of China's specific conditions, it also needs a process of changing foreign theory into ourselves. In short, it is an urgent and arduous task to establish China's Customer Satisfaction indexes, and it requires us to use all the strength of the whole society, and make full use of our existing human and financial resources to accomplish.