Analysis And Research On Customer Satisfaction And Improving Strategies Of Auto 4S Shops

Customer satisfaction, the product of free competition under the market-oriented economy, the embodiment of people's economic welfare and also the valuable intangible assets of 4S Shops, has become a standard of measuring the comprehensive operation quality of 4S shops. In reality, due to various reasons, such as staff quality, enterprise culture, corporate institutions, leading consciousness and so on, customer satisfaction leaves much to be desired, constantly causing customer complaints, rights protection and even prosecuting incidents, which eventually not only affects the brand image, but also threatens their own survival.Beginning with how to scientifically and properly evaluate customer satisfaction, this thesis, taking customer expectations, perceived quality, perceptive value, customer satisfaction, corporate image, and customer loyalty as variables, establishes customer satisfaction index measurement model for correlation analysis between variables, sets relevant parameters, and establishes calculating formula for analysis and assessment. Six variables are closely associated and influence each other, which can clearly reflect the real reasons at the back of customer satisfaction and provide scientific evidence for the proposal of targeted improvement measures by analyzing enterprise operation condition.How to improve and enhance the enterprise customer satisfaction is the main purpose of the thesis. In accordance with the six variables in customer satisfaction index model, the thesis conducts an analysis on how to practically promote the positive development of each variable in reality, and puts forward well-targeted and effective enhancing and improving strategies.The thesis is divided into six chapters. Chapter One is the introduction to the thesis, and in this part, the research ideas, methods, and the focus of its contents are put forward; Chapter Two is basically about some concepts and theories, mainly emphasizing the significance and necessity of implementing customer satisfaction; Chapter Three analyzes the status quo of customer satisfaction in the automobile market, and points out the existing problems and factors affecting customer satisfaction; Chapter Four introduces testing methods of customer satisfaction. Priority is given to the establishment of customer satisfaction index model, and analysis and calculation on relevant variables is carried out; Chapter Five puts forward the improving strategies of promoting the positive development of each variable according to relevant influence variables in customer satisfaction index model; and Full-text conclusion is made in Chapter Six.