Empirical Research On QSL Relationship For Wuhan Medium-advanced Automotive Dealer

With the developing of automobile industry, the transition of market conditions from seller's to buyer's, consumer gradually begin to consume rationally. Because of the drastic competition, it's necessary to enhance service quality, achieve customer satisfaction and customer loyalty for automotive dealer service. In this context, the author chose medium-advanced automotive dealer service as the research object and investigated the relation of service quality, customer satisfaction and customer loyalty on the basis of a lot of existing literature.This research includes two subjects: The first is to explore befitting measurement tool of service quality for automotive dealers and to evaluate the influence of each antecedent on overall service quality. The second is to investigate the interrelationship between service quality, customer satisfaction and customer loyalty and to seek the explanation of how service quality affects customer loyalty. This research will gain all-around view of medium-advanced automotive dealer service to help enterprise management.A questionnaire survey was carried on among the Wuhan private vehicle owners by quota sampling, in addition to individual interviews. 236 valid samples were collected out of 650 in this research with effective return-ratio at 36.3%. The data has been tested and in accordance with the general rule of construct validity and reliability.This research utilizes SPSS and structural equation model (SEM) to analyze to the resulting data that prove the main conclusion is as follows:(1) The author chose medium-advanced automotive dealer service as the research object in durable consumable industry and explore befitting measurement tool of service quality for automotive dealers. The research of domestic and overseas mostly focus on typical service industry, this thesis although support the five elements of service quality, contrapose automotive dealers to explore befitting measurement tool of service quality. The measurement tool can offer reference for similar research.(2) The five elements of service quality proposed by PZB were supported in our medium-advanced automotive dealer service, and sorted them into enhancing and hygiene factors. (3) This research construct a relationship model of service quality, customer satisfaction and customer loyalty. The model was tested by SEM technology and the main conclusion is as follows: service quality has positive influence on the customer satisfaction; service quality has positive influence on the customer loyalty; customer satisfaction has positive influence on the customer loyalty.