The Study On Consumer Loyalty Influenced By The Car Service Quality Of Brand Car Shop

With the stable improvement of the comprehensive strength of the automobile industry in our country, auto industry good development prospects and considerable economic benefit resulted in the other industry companies into the automotive industry. According to the data published by China’s automobile industry information network in the past2013year, our country automobile industry again, for five consecutive years in the world automobile products,achieve the first for production and sales.In2013year, China auto production and sales have reached22.1168million and21.9841million respectively, China’s car production and sales in2013respectively increased by14.8%and13.9%than the previous year. At the moment, the automobile consumption is becoming more and more popular, the auto industry has achieved by the change of its role,now the auto industry choose produce the production of durable consumer goods production,however the auto industry looked auto as luxury goods.Many brands stores of car build in mainland China’s large and medium-sized cities at the historic moment.Based on the literatures from author’s own and the observations of author that give us some information, now almost all auto brands have their own brand stores. Although each brand car store has taken root in many cities in China land and has expanded the market, we cannot deny the fact that the increasingly fierce market competition is driving the car shop marketing’s focus from oriented product to oriented service.Each brand of autos wants to achieve sustained, healthy development has still a long way to go.In recent years, with the scholars deepen the understanding of customer loyalty, customer trust, customer loyalty and customer trust have become a popular marketing academia research object, based on their research direction for its valuable, the scholars also discussed in their paper. Relative to foreign auto industry, the building of automobile brand shop in China has not a long history. In the mainland China, the scholars who researched brand car store and its car service quality gained not rich achievements. It is strongly suggested that the research that brand shop car service quality produce impact on customer loyalty has certain theoretical significance and practical significance. In this study, the author insists on discussing the issue of "brand car store’s car service quality affect customer loyalty". Firstly, on the basis of the thorough literature review in the background of this study, the author proposed the the operational definition of car service quality and its each dimension, meanwhile,the author proposed the operational definitions of customer trust and customer loyalty. Secondly, based on the existing research of auto service industry, the author respect the theory and investigate the field of stores of brand auto which can help this study build the theoretical model "car service quality-customer trust-customer loyalty", then the author proposed the research hypothesis under the background of the stores of brand car.Finally, the author put out asking customers to obtain relevant data of the questionnaire in the process of using SPSS (18) to carry on the corresponding data analysis and hypothesis test.Meanwhile, according to the data analysis of the feedback information on the brand car stores under the background of the research, the author make a careful discussion.