Investigation And Research On Customer Satisfaction Of Automobile 4S Stores

As a practitioner of the automobile industry and a consumer of 4S stores,the author realistically feels that the whole industry of 4S stores is no longer the scene of the year and is facing crisis.How to make automobile 4S shop not be eliminated in the fierce market competition,but occupy a place? The author believes that improving customer satisfaction can fundamentally reverse the unfavorable situation of 4S automobile stores,turn losses into profits,so that their own situation can be reduced to danger and turn danger into safety,and at the same time,it will also make the whole industry develop healthily and orderly.So how to effectively improve customer satisfaction is the goal of this study.Starting from the related theory of customer satisfaction,this study chooses ACSI as the research foundation,and designs a customer satisfaction evaluation system which is in line with the development of 4S automobile stores.Based on the evaluation system,the questionnaire was made,and the questionnaire was distributed by using the customer resources of Haozhong 4S stores.Then the aggregated samples were collected for data analysis.Firstly,this study calculates the comprehensive evaluation score of customer satisfaction of Haozhong 4S stores through the method of fuzzy comprehensive evaluation,and then carries out the path analysis of ACSI model,so as to deduce the most important factor affecting customer satisfaction,namely,perceived quality.And the strength of positive and negative correlations between models is not the greater the better,that is,improving the perceived quality and perceived value of customers while taking into account the cost is the most direct way to improve customer satisfaction,in addition,dealing with customer complaints will also improve customer satisfaction to a certain extent.Furthermore,scientific and rational management of customer expectations,taking initiatives to set and provide innovative services to meet,or even exceed customer expectations,is one of the ways to win customer satisfaction.The conclusion of the above data analysis has brought a solid theoretical basis for the strategy of improving customer satisfaction.Finally,the author puts forward four innovative reform measures based on the management status of Haozhong 4S shop.I believe it will be inspiring and helpful to improve customer satisfaction of Haozhong 4S shop.