Research On Customer Satisfaction Of Improvement Of Tianhe Buick 4s Store

In recent years,with the triumph of the domestic auto industry,the main sales model of the auto market,the competition of auto 4s stores,has become more and more anxious.The purchasing choices of consumers are becoming more and more diverse,and the concept of consumption is becoming more and more rational.The product-oriented model has gradually transitioned to a "customer-oriented" model.While the dealers guarantee the quality of the products,how to better meet the needs of customers and provide customers with a better service experience.This problem has plagued many entrepreneurs and scholars.The term “customer satisfaction” has gradually entered.People's vision is widely accepted and recognized.The sales link is the pioneer of all the service links of the dealers,and also the beginning of consumers accepting sales services and buying the brand.As the saying goes,“Everything is difficult at the beginning”,“A good start is half the success”.Studying the customer satisfaction of the sales link just after the sales process is the key to winning customer trust and retaining customers.It is of great importance to the 4s shop.Realistic meaning.After reviewing the status quo of customer satisfaction research at home and abroad,this paper plans to combine the specific situation of Tianhe Buick 4s store in Shijiazhuang area,and draw on the sales of J.D.POWER,Automobile Brand Satisfaction Survey Organizing Committee,Lianxin Tianxia and other automobile authoritative investigation agencies.On the basis of the link customer satisfaction index system,based on the operational,controllable and quantifiable index system construction principles,try to construct a multi-level index system of customer satisfaction in the sales department of Tianhe Buick 4s store,and use the preferential comparison method scientifically Give weights to indicators at all levels;secondly,design the second-level evaluation indicators in the customer satisfaction index system as a questionnaire,and conduct a sample survey on the recent car buyers of Tianhe Buick 4s store to collect and summarize the data needed for this study;Then use the method of step-by-step weighted averaging to calculate the customer satisfaction score of the sales link,and then analyze the overall situation of the sales process and the customer satisfaction status,to find out the problems of the customer satisfaction work in the sales process,and generate problems.Analyze the reasons,such as employees tired of reception and service,test drive models Customer intent to match the vehicle configuration,bundled sales and other issues;Finally,with reference to the lack of customer satisfaction in the sales process,from the management assessment system,specific sales links,customer dissatisfaction complaint mechanism,targeted sales customer satisfaction Improvement measures to promote the sustainable development of Tianhe Buick 4s store.