A Study On The Customer Satisfaction Of Volkswagen

With the rapid development of economy, the scale of China’s auto market expands unceasingly. How to survive in the fierce market competition and how to get a higher market share has become the main problem to car companies. If the enterprises want to win the market, they must win customers first. How to know whether their product or service has got the consumers recognition, one of the important indicators is customer satisfaction. Only satisfied customers of the enterprise are likely to become the loyal customers of the enterprise, and then further development can bring benefit for the enterprise. Therefore, the research of auto enterprise customer satisfaction plays an important role for the further development of enterprises.Through the research, this paper put forward the questions to research. Through read a large number of literature materials, it can have an understanding of the research status at home and abroad. On the premise of this, this article preliminary choose corresponding customer satisfaction model. In this paper, based on the original ACSI model, it increases the brand of the influencing factors. According to the improved indicators, there are mainly four influence customer satisfaction index, customer expectation, perceived quality, and perceived value and brand value. Customer satisfaction or not will eventually form the customer loyalty and customer complaints. Second, this paper designed a questionnaire to spot investigation and chooses Volkswagen as main research object. According to the research situation and the expert interview methods, this paper establishes the index of customer satisfaction. Finally, this paper analyzes the data. Through the calculation results of this paper and the corresponding weights of customer expectations, customer perception, perceived value, brand, ACSI, customer complaints and customer loyalty scores were determined. Then according to the results of the calculation of each project, this paper eventually determines the overall customer satisfaction. In view of the data analysis results, the paper proposes the feasible solution of improving customer satisfaction for Volkswagen.