Study On The Key Customer Satisfaction In China’s Coach Enterprise

Since2000, domestic coach industry has entered the era with rapid development, at thesame time, the requirements of the customers on the coach and related services are growing.Therefore, only a customer-centric product development and service provision, which will dobetter in meeting customer needs. In order to gain a competitive advantage, more and morecoach enterprises start to focus on customer relationship management, and strive to improvecustomer satisfaction. Build customer satisfaction evaluation model for China’s coachenterprise to measure customer satisfaction, which is good to know the customer’s exactneeds, expectations and their actual feelings of consuming experience. Then find theenterprise’s own shortcomings, and propose targeted business strategies to meet customerneeds in all aspects, which is in order to improve customer satisfaction. In the end, theenterprise can improve business performance and competitive effectively.The paper carries on the research and analysis on the measurement of coach enterprisecustomer satisfaction from both aspects of theory and practice on the basis of the existingcustomer satisfaction measurement models. Firstly, the related theories on customersatisfaction are summarized, and focusing on introducing the typical customer satisfactionmeasurement models at domestic and abroad. Then, propose that enterprise should focus onimproving key customer satisfaction in order to get the maximum return with the limitedresources through analysis. This paper takes coach enterprise as the research subject,customer satisfaction as the object. Considering about the characteristics of coach industryand the customer’s special requirements, based on the fruits of the previous, the paperestablishes the coach enterprise customer satisfaction evaluating indicator system, which iscomposed of the following four aspects: product, service, corporate image and customerloyalty, including28indicators concretely. It employs the Analytic Hierarchy Process todetermine the weight of the evaluating indicator system, and the Fuzzy ComprehensiveEvaluation to carry out the synthetic evaluation, which has effective combination of thequalitative and quantitative analysis, and finally carries out the empirical research, and furtherproves the theory’s feasibility. In the research, evaluating the overseas distributors (keycustomer as well) satisfaction of Xia’ men King Long, and then through the analysis ofsatisfaction-importance to find the key factors impacting on customer satisfaction, whichgives effective basis and specific direction on promotion of product and service quality. Itprovides a scientific, effective and practical research on customer satisfaction for the coachenterprises.