Auto4S Shop Service Evaluation And Improvement Of Customer Satisfaction Research

In recent years, China’s automobile production and sales have soared and4S stores appear inabundance. But they are getting more and more business difficulties. The main reason is thechange of external marketing environment and the deficiency of internal management. Under suchcircumstances, the auto market gradually become into the buyer’s market. Therefore the customerbecomes the scarce resources what auto4S stores fight for and scholars and operators of4S storesare aware of the importance of customer satisfication. For domestic research about the customersatisfication in auto industry is not abundant and produces limited gains, so it is necessary to makethe research on measurement and promotion of customer satisfication in the civil4S stores.This paper provides an analysis on China’s auto marketing environment, pointing out thechallenge which the4S stores are faced with is low profit, high pressure and fierce competition andthe main way to resolve the challenge is to improve customer satisfaction. Secondly, the paperdiscusses three main satisfaction measurement model, such as SCSB,ACSI and ECSI, compares tothe structure and characteristic of the model. The paper chooses the ACSI as the theoretic analysisframework on the basis of marketing environment quality of civil4S stores.Thirdly,in line with theACSI theoretic analysis framework and with reference to CAACS questionnaire, the variablesystem of customer satisfication measurement of civil4S stores is formed and it is also based onrepeating interviews and opinions of experts. The questionnaire is designed in line with theindustry characteristics of4S stores and sample datas are collected in Ningbo city. Fourthly, afterfinishing the data fitting analysis, we found the ACSI model of the "perceived value" should notexist in the latent variable measurement model of customer satisfaction in the4S shop, and theexclusion of seven observed variables, including the formation of " customers expect,"" customerperception "," overall satisfaction "," customer complaints "and" customer loyalty "the five latentvariables and31observed variables of the domestic auto4S shops customer service satisfactionmeasurement variables system.Fifthly, the overall evaluation of the measurement model and thevarious submodel regression analysis, found that customer expectations have a positive effect oncustomer perception of overall satisfaction has a negative effect; the customer perception of overallsatisfaction has a positive effect; overall satisfaction degree of customer complaints have a negativeeffect on customer loyalty has a positive effect; customer complaints on customer loyalty has a negative effect.Sixthly, the six demographic variables based on univariate analysis of variance,obtained a series of laws based on demographic variables of customer satisfaction. Mainly:90%ofthe observed variables of perceived quality of service values are below expectations,4S shop lesssatisfied in urgent need of upgrading; demographic variables in the evaluation of impact on thestrength of the customer order, followed by monthly income, age, education, length of service,occupation and gender.Seventhly, in the above analysis, based on the light of the current operatingstatus of the4S shop, proposed to enhance satisfaction and improve business strategy is: to enhancea courtesy and enthuseasm, lower prices, improve service speed and improve the serviceenvironment, improve facilities the nature, focusing on individual needs, strengthening technologyto enhance service management. Finally, the study pointed out the deficiencies and prospects.