An Empirical Study On The Impact Of Auto4S Shops’ Service Quality On Customer Satisfaction

With China’s rapid economics growth, the automotive demands of consumers arerising, and the automobile production and sales in China has become first in the world.At the same time, automobile4S store has gradually become the major distributionand service model and has been constructed in a large number. In the pursuit of profitin the business process, the increasing customer satisfaction has become the key tosustainable development for automobile4S store, and service quality is a veryimportant factor in its pursuit of a full range of customer satisfaction. Therefore,empirical research has highlighted the practical significance of the relationshipbetween service quality and customer satisfaction in automobile4S store.The thesis is based on the service quality scale-SERVPERF which is proposedby Cronin&Tylor (1992), and designing service questionnaire which includes fivedimensions: tangibles, reliability, responsiveness, assurance and empathy according tothe operating conditions for automobile4S stores. Then, we conduct a questionnairesurvey with a random sample in three representative automobile4S stores of theTianjin Airport car park.169questionnaires were actually paid and169was collected,the response rate was100%,the number of effective sample is144and the validresponse rate was85.2%. For the collected data, the thesis uses factor analysis,regression analysis and other methods to verify the model of service quality andcustomer satisfaction.The study found that the elements in the “tangibles” and “reliability” had nosignificant effects on the customer satisfaction for automobile4S stores, in thedimension of “responsiveness”,“guarantee” and “empathy”, three elements which are“do not neglect customer”,“consumer confidence”,"understanding customer needs”have great impact on customer satisfaction. The conclusions verify the satisfactionand dissatisfaction factors theory of service quality from a certain degree, the tangibleand reliability two dimensions in automobile4S stores are not satisfaction factors,responsiveness, assurance and empathy three dimensions belong to the satisfactionfactor. Therefore, under the premise, automobile4S stores should ensure the dissatisfaction factors, make efforts to improve satisfaction factors of service qualityin order to improve customer satisfaction effectively.At last, according to the conclusions of empirical research, the thesis proposesspecific strategies targeted to improve the service quality of automobile4S stores,increase customer satisfaction, and hope to inspire employees in the businessactivities.