Research On Customer Satisfaction Of Faw-vw

After a blowout type development of China automobile market in recent years, China has been to a annual production and sales more than ten millions country. Overall, China automobile market has been changed from seller's market to buyer's market gradually; the manufacturer's business strategy has been changed from product-oriented to a consumer orientation. At present, China's auto market has entered into the slow development and low profits period, the profit for dealers in new car sales is decreasing, while the service profit is increasing continually. So, focus on customer satisfaction in order to increase competitiveness and better service must be a trend in the future.At the same time, the customers with their own consumption experience accumulation, conception of spending on cars has become to mature from immature, their expectation of quality and service increasing day by day. Customers will demand better service as they have more choices among current different brands, although some of them keep silence when they feel disappointed, but they have the opportunity to choose other brands. So in the hard competitive environment, to provide better service is the key point to capture the market, customer satisfaction survey has developed in such an environment.Customer satisfaction is a multidimensional concept, influenced by many factors, satisfied or dissatisfied is not only the directly feeling of product or service, but also their expectation, this makes different levels of customer satisfaction, if the customer get higher performance than their expectations, then the customer is satisfied, otherwise dissatisfied, if the manufacture do not know the customer's expectation, their products and services will come into deadlock, the only one way to positioning itself and improve brand competitive strength is to control the gap between the expectation and satisfaction.In the basis theory of customer satisfaction research, using progressive study method, from vehicle purchases, vehicle usage and maintenance segment to classify, analyze different customer satisfaction in different segment, based on the current customer satisfaction measure system, expatiated how to find the weakness and its reason, how to modeling of customer satisfaction to improve the product quality and service, use it in practical work, to provide quality service to the customers.In the analysis of measure system, for different measure system you can learn about the supporting of customer satisfaction. In the three different levels of measure system, strategic customer satisfaction survey is leading all the research system, it is the core of the investigation of other systems. Implement customer satisfaction survey and profundity customer satisfaction are the system of in inside company, implement survey is emphasis on the feeling of customer, profundity survey is emphasis on the process implementation status which made by the manufacturers. Currently, most manufacturers will adopt the implementation level of the research system, but, as the analysis of customer satisfaction continue refining, more and more companies realize that relying solely on the understanding of customer experience research methods can not identify for the enterprise items targeted the problem, then the effective improvement, the best is the depth of research evaluation system with specific customers that dealers in the process of how the exchange can improve satisfaction.In the analysis modeling process, we had better to establish a systematic analysis model, not the "fireman" type, discover and solve type. Customer satisfaction 5P model management is evolved from Marketing Management 4P theory, the 5P is, from the product, price, processes, policies and staff five side to analyze the customer satisfaction results, and find the real reasons which affect the customer satisfaction, in order to provide proof for enhancing step. Other than 5P model, we can analyze according to the process requirements, On account of different manufacturers have different process, we should analyze accordingly.Customer satisfaction enhance is the last step of satisfaction management, and it is a key step in the system, only to work out a effective measure, then can solve and meet customer expectations. In this step we use different way to solve different target. Make different levels management rules for the different dimensions of the system, in order to facilitate the promotion of and satisfaction measures to better promote the daily management. For the different customer satisfaction score dealers, we should use different way, the dealer who has desire to improve we should provide corresponding training, to help them, the dealer who has not enough desire to improve we should force them to improve and guide them. At the same time, point the response the person, let them feel that the customer satisfaction is relevance of their own benefit, buildup their desire to provide good service to customers.In this treatise, detailed analyzed FAW-Volkswagen Automotive Co., Ltd. operation condition. FAW-Volkswagen Automotive Co., Ltd. has run for nearly 20 years, in the enterprise development process, always focused on customer satisfaction research. In the years between 2007 -2009, "heart Journey" project set off a boom in the industry, lead the dealers come to provide best service activities, and get a good reputation.The author by the way of detailed analyze FAW-Volkswagen Automotive Co., Ltd. customer satisfaction system, find the advantages and disadvantages in enhance customer satisfaction, analyzed the customer satisfaction survey results, according to the results find the real reason and improve it, and witness the implementation of measures within the network situation and achieved good results, to better enhance the brand image, enhance customer satisfaction, increase brand competitiveness, improve the profitability of companies and dealers to provide referential basis, while , hope to improve the satisfaction of auto companies play a positive role in promoting the work.