Petrochina Fuxin Sales Branch Customer Satisfaction Research

Over past decades,China's car ownership showed explosive growth,the demand for refined oil is also a corresponding increase.PetroChina Fuxin sales branch in the competition can not adjust strategy timely.It caused customer churning frequently.Therefore,the study of customer satisfaction to enhance the competitiveness of PetroChina Fuxin sales branch is particularly necessary.Based on the SERVPERF Quality Service Scale,US and China Customer Satisfaction Model and Expectation Inconsistency Model,PetroChina Fuxin sales branch took customer satisfaction as research object.A total of 716 questionnaires were distributed through questionnaires,and 634 questionnaires were retrieved and 529 valid questionnaires were valid.The effective questionnaire was 83.44%.Combined with the actual situation of the company,using SPSS 19.0 descriptive analysis,factor analysis,factor analysis,regression analysis and nonparametric test and other methods,PetroChina Fuxin sales branch researched customer satisfaction.The study found that the factors affecting the company's satisfaction can be divided into three dimensions:the first is product experience dimension,the second is service environment dimension,and the third is after-sales service dimension.Among them,product experience is the core dimension.Through the analysis and comparison data,customers can not get company's promotional information in time,long time waiting service,oil quality did not meet customers'expectations,low scores of men's satisfaction and service attitude and awareness need to be improved.To solve above problems,PetroChina Fuxin sales branch put forward about implementation of real-time information push service,shorten the customer waiting time for refueling,oil quality improvement,focus on the design of men's marketing strategy,service awareness and attitude and other corresponding countermeasures.Hope to help PetroChina Fuxin sales branch improve service quality,customer satisfaction,oil sales quality,corporate profits.And also hope to provide reference for other oil sales company of PetroChina.