Based On The Service Quality Of Automobile4S Shop Customer Satisfaction Evaluation Research

In recent years, China’s auto industry has maintained a sustained rapid growth,has become an important pillar industry in the national economy. In2009, automobileproduction and sales in China for the first time beyond USA ranked first in theworld, and is growing at an average annual rate of20%. The automobile industry ofChina has entered a golden age of rapid development. In such a good environment,automobile4S shop has been booming. In2012, the number of domestic83majorautomobile brand4S shop reached21140, an increase of17%over2011. Inaddition, from the current situation of the4S shop, vehicle sales and after sale serviceprofit ratio is about3to7, after sale service has become the main source of profit,4Sshop has entered into the "post competition" age. However, according to the JointDistribution Committee, the user Chinese Quality Association car network,Tsinghua Automotive Engineering Research Institute report points out,2011were collected and sorted the car user complaints in10600cases; the automobileservice quality problem occupies a great proportion, and sustained growth. Therefore,found to affect the factors of service quality automobile4S shop, it is particularlyimportant to improve customer satisfaction problem.Based on the extensive literature reading, understanding, and comparison of avariety of customer satisfaction evaluation model and the evaluation method,which based on the theory, the method of quantitative analysis is applied to theautomobile4S shop. After the analysis of automobile4S shop service quality factorsof China, constructed the automobile4S shop service quality customer satisfactionmeasurement model, and on this basis to establish evaluation index system ofcustomer satisfaction of service quality of automobile4S shop. Using the form of thequestionnaire to collect data, and then uses AHP to determine the weight of evaluationindex, and then, use fuzzy comprehensive evaluation to evaluate the service quality of automobile4S shop customer satisfaction. Finally, this paper takes a4S shop as a casestudy, evaluation method for the construction of the model and the use of validated.In this paper, the service quality and customer satisfaction evaluation modelcombining theory, designed the4S shop customer satisfaction evaluation system,the quality of service and thus, deficiencies can find out the influence of4S shopservice quality customer satisfaction, and on this basis, to provide some suggestionsand measures. Therefore, this paper is of guiding significance for improving4Sstore customer satisfaction, but also has reference significance to improve the servicequality of Chinese automobile industry.