Study On Customer Satisfaction In Service Marketing Process Of JL Automobile 4S Stores

In the market competition,customer satisfaction is the intangible property pursued by enterprises,which reflects the welfare of market economy and becomes an important index to measure the level and quality of enterprise operation.In the actual operation and management process of automobile 4S shop,which is mainly based on service marketing,the role and significance of customer satisfaction is more obvious,and the influencing factors are more complex.How to improve customer satisfaction is an important problem and task faced by 4S automobile stores,even related to the brand image and survival of enterprises.Firstly,based on the reality,this paper uses customer satisfaction index model to analyze the factors of customer satisfaction in automobile 4S stores.Secondly,based on the classical customer satisfaction model,this paper constructs a customer satisfaction model including customer expectation,perceived quality,perceived value,customer satisfaction,corporate image and customer loyalty,and carries out correlation analysis among variables and sets relevant parameters.Finally,the analysis and evaluation are carried out,and the realistic factors affecting customer satisfaction of automobile 4S stores are obtained,which provides a scientific basis for improving customer satisfaction.Based on the structural equation analysis of customer satisfaction,according to the six variables affecting customer satisfaction in the customer satisfaction index model,starting from the actual operation of JL automobile 4S shop,this paper analyses the service marketing status of JL automobile 4S shop,and puts forward targeted service marketing strategies and improvement suggestions on the basis of customer satisfaction,in order to improve the customer satisfaction of automobile 4S shop.The practical work of household satisfaction provides new insights.