Beijing Auto Repair Service Quality, Customer Satisfaction Research

In recent years, although the environment of automobile consumption has been improved, but actually the suit about quality increased steadily in the automobile maintenance industry. Therefore, appraising the customers' satisfaction to the automobile maintenance is important not for the service enterprise to avoid service faults and provide the important instruction in the daily business, but also for the department management to get the correct decision-making for the automobile service.According to the conceptual model of service quality which suggested by Parasuraman, Zeithaml & Berry ,this article will comp art the quality from the service marketing mix, then confirm whether the customers draw different conclusions when they appraise the expected service quality or the perceived service quality. And contrasting customer's expectation to the perceptions of service quality, judges the customer's satisfaction or the dissatisfaction by its difference value. Correspondingly three hypotheses will be proposed.The questionnaire was sent to 500 consumers who went to one of the 50 auto repair service firms in eight blocks in Beijing, 409 surveys had completely matched to study. We explored the correlation among constructs and examined three hypotheses by using descriptive statistics, analysis of variance, then draws the following conclusion1. The difference when customers expect service quality.In the service price and the promotion aspect, the female customer' expectation is slightly higher than that of the male. The female customer favors the low price and the promotion benefits, but that is not certainly remarkable; in the age section from 30 to 40, the customer' expectation to the service content is higher; The industry and commerce enterprise staff favor to the lower price, but the private business owner cares for the service convenience; customers whose income is from 50,000 to 80,000 Yuan, care for the service price. In the overall, all customers' score for the service quality expectation is above 4, which shows the customer expect a good service that costs little.2. The difference when customers perceive service quality.With the age section increase, the customers' score for the service quality perception increase which shows the older favors to the higher appraisal to the servicing environment; The industry and commerce enterprise staff gives low score to perception, namely that the service price is high; customers, whose yearly incomes below 30,000 Yuan, give low score to the service quality influenced by the participants. In overall, customers' score for the service quality perception is below 3.95.3. The customer feels dissatisfied to the automobile maintenance in Beijing.The customer' expectation is higher than one's perception to the automobile maintenance, and the difference between the expectation and the perception is remarkable. The customer is most dissatisfied to the spare part in the automobile maintenance.