H Bus Company Service Quality Impact On Customer Satisfaction Research

In recent years, China’s automotive industry has developed rapidly. As the core enterprise of the automotive sales channel and supply chain of automotive service, auto4S shops have increased greatly in recent years. With the rapid growth of car brands and car models, automotive market is gradually transformed seller market to buyer market. In the highly competitive of auto sales service industries, the auto4S shops integrated with vehicle sales, Spare part, after-sales Service and information Survey are all well aware of that perfect. Get the customer satisfaction became more and more important to auto4S shops in order to get the market.This paper analyzes the current customer satisfaction situation of automotive service in our country. Put forward to research questions and identify research ideas through review the literature of services, quality of service, auto4S shops service and customer satisfaction. From domestic and foreign literature, this paper takes H cooperation as an example, and lists the5major categories of automotive service project. List five customer satisfaction indexes, and put forward to5research hypotheses between the car service and customer satisfaction. Namely:the vehicle service, spare parts, after-sales service, information service and other service quality of service to the customer satisfaction were present significantly positive correlation. Based on this, design the questionnaire and do research.In the empirical research, do customer survey based on the random sampling methods to the customers of H limited company.192questionnaire copies have been send in the two months, and received178effective questionnaire copies and the effective recovery rate is92.7%. Firstly, do descriptive statistics analysis to the investigation data, in order to form Perceptual knowledge to the questionnaire data. Use of the professional statistical software SPSS11.5investigates on the reliability of the data in the questionnaire from the reliability investigation, and the results indicate that the questionnaire has good reliability, high reliability. Then, use the principal component analysis and multiple regression analysis methods to research hypotheses for verification. The main research conclusion as follows:Multiple regression equations between customer satisfaction and auto service are obtained. Verify the three assumptions. Further, the sales service, and spare parts service, service customer satisfaction is the three key factors service in the whole car sales process. Finally, this paper discussed the research results and puts forward to improve customer satisfaction countermeasures from the perspective of the enterprise itself.The study results of this paper have important significance to improve customer satisfaction in China’s automobile sales process, especially facing the competition in China’s automobile industry. Provide the corresponding theoretical guidance and reference to develop the car service industry or service outsourcing industry in the cities. Take the important strategic significance in our country in the process of the development of the car service industry. Also provide a powerful reference to the enterprises and government.