The Car Industry Customer Satisfaction Research

Nowadays the automobile industry has become an important backbone of national economy. Under the intense competition environment, all enterprises must pay enough attention to customer satisfaction and be customer-oriented. Recent years more and more researches are conducted on customer satisfaction theory, probing how to enhance competitive ability by raising customer satisfaction degree and obtain sustainable development. However, most of these researches are about qualitative analysis, which is not feasible enough. Therefore, in order to enhance customer satisfaction, the degree of customer satisfaction must be evaluated objectively, which requires an evaluation system. This paper puts forward a new index system of measuring customer satisfaction by combining the established index system and the real situation of the auto manufacturer, including measuring index system, the implementation steps and data analysis methods. The aim is to help the auto manufacturer find problems and deficiencies in customer satisfaction thus enhance competition ability.This paper first states the present development of domestic auto industry, and then discusses the customer satisfaction, customer loyalty related theory, foreign and domestic customer satisfaction evaluation models as well as establishment of the index system. And it explains the implementation steps, data analysis of measuring customer satisfaction and gives some suggestions for improvement based on the conclusions.In the real case research, this paper uses the GAP5 model, the fuzzy attribute quantification method, quadrifid graphs model and other statistical analysis methods. It makes a full analysis about the comparative importance and measurement of all customer satisfaction indexes. According to the research result, at last the paper gives some advices on how to improve customer satisfaction and loyalty to the SUV enterprise.