Study On The After-sales Customer Satisfaction Of Skoda Auto

With the explosive development of China’s passenger car market, China has formed a huge car market. In recent years, the continuous influx of competitors, leading to a sharp deterioration of the overall survival of the market environment.As the automobile production enterprises, the Skoda brand of after-sales service itself has a certain monopoly advantage. However, along with the implementation of the automobile anti-monopoly law, the monopoly advantage is gradually lost. Today’s consumers are becoming more and more understanding of the car, and the market provides more and more choices to mee t customer service demand.In order to cope with the adverse situation, the Skoda brand only consolidates customer’s satisfaction in the after-sales service, and give full play to its advantages in order to maintain customer resources. And by meeting the customer’s emotional value needs, to enhance the added value of brand service, to obtain a stable profit.Therefore choose the "Research of customer satisfaction in Skoda after-sales service” as a subject, to help the Skoda brand learn in detail about their service quality. This paper has sorted out the relevant theory and research results of customer satisfaction, and compared with many kinds of classic customer satisfaction index model. In order to establish a model with combination of the characteristics of the Skoda service products of customer service satisfaction. Then use SPSS statistical software to analyze the data of the questionnaire. After a series of data processing, the factors that influence customer satisfaction and their weights are obtained, and the hypothesis of the research is verified.Finally, according to the results of this study, combined with strategic analysis of Skoda brand after-sales service, put forward the suggestions to improve the Skoda after-sales service customer satisfaction.