Research On Customer Satisfaction Measurement Of Automobile Service Industry

With the stability of the automobile market development in recent years, as matched with the automobile after-sales service has failed to keep pace with it. The whole automobile market downturn in 2015, enterprises constantly compression cost, reduce sales profit, but still faced with high inventory, repeatedly falling sales and a series problem. At the same time, the various disadvantages of auto after-sales service is becoming more and more obvious. How to keep profit growth and make successful transformation to get consumers’ recognition; how to improve customers’ satisfaction to evaluate the degree of satisfaction and how to carry on the substantive breakthrough on the basis of the original has become key problems to be solved.Hope this research will help the auto industries response to customers’ demand rapidly, to grasp the important opportunities under the modern trend. Also through the automobile after-sales service satisfaction to achieve customers’ truly satisfied and enhance enterprise’s service level and competitiveness of service.Through consulting the relevant information and data in recent years, this paper combined with the research achievements and deficiencies of the existing literature and introduces the characteristics and the main problems of China’s auto service industry. Firstly, this paper uses expert survey method to explore the key factors and establishes the evaluation index system in customers’ satisfaction of automobile service industry. Through the triangular fuzzy number of statutory to calculated the quantitative index weight, then use the grey system theory and grey comprehensive evaluation method, combined with the empirical analysis of the M car company. The final evaluation results are consistent with empirical research results, the results not only for the theoretical basis of this study but this application method is further affirmed.It provides a scientific basis for the improvement of service level of the whole industry. The main innovative work can be summarized as follows:(1) It’s clear the key influencing factors of automobile after-sales service. And analyze the actual situation of the automobile after-sales service industry, the overall characteristics and the main problems in our country. On this basis, to find the key factors affecting customers’ satisfaction by using system thinking, and to classify these factors.(2) To construct the evaluation index system of customers’ satisfaction in the automotive after-sales service industry. With designing the index system by using the method of expert survey, and through the triangular fuzzy number method. The finally effect of the evaluation index system is more scientific and reasonable than before.(3) The effect of the evaluation index system is verified by M car company. Through using the method of questionnaire survey, grey theory and grey relational degree theory on the evaluation. The evaluation index system of customer satisfaction degree is verified and the results shows that the evaluation index system has good reference function, which provides empirical support for M company to find the weak links and key indicators, to improve service quality and customers’satisfaction.