The Study On Customer Satisfaction And Loyalty Based On Service Quality

Nowadays, the rapid development of service industry not only attracts a large number of employees, but also changes people’s life style.Sichuan SC Construction Machinery Co.,Ltd is a Construction Machinery mall.The service level is an important means for enterprises to participate in the market competition,as a service-oriented enterprise. To improve the quality of service is an important way to get the differentiated competitive advantage.We should recognize the company’s service level is not enough. There are still large room for improvement. It is very necessary for us to study the company’s service quality, then, improve customer satisfaction and loyaltyAs a complicated issue, service quality can be measured by five dimensions. Customers compare the expectation quality of service with their perception through the five dimensions, and the ends lead to the experience, satisfied or unsatisfied,then result in the customer loyalty.The purpose of this thesis has four points.(1) Are the customer service quality perception of five dimensions equally important for the machinery industry?(2)Whether the customer’s service quality perception influences the customers on the company’s satisfaction?(3)Whether the customer’s service quality perception influences the customer loyalty to the company on the purchase?(4) Does the service quality satisfaction act as intermediary function between perception and behavior loyalty?In this paper, the company surveyed more than100users,and finally got the99valid questionnaires. Aside from gender bias (male90%), data are consistent with the analysis requirements. Scale inspection showed, the reliability and validity of all the scale passed significant inspection.This paper mainly uses the regression coefficient to verify hypothesis. According to the results of the analysis, this paper offers some measures and suggestions on improving customer satisfaction and loyalty based on the quality of customer perception, including how to design service quality and achieve the goal, how to improve the service quality and recovery, etc.This research also has some disadvantages, the results are limited to the mechanical industry, and the conclusion external validity has some weakness. Due to the special relationship about the company and the samples, analysis of the conclusions may also be affected.