Research On Improving Customer Satisfaction Of JH Automobile 4S Store Based On ACSI Model

In the past 12 years,China’s automobile sales has ranked first in the world,and takes up an important position in the international market.Along with it,a large number of automobile 4S stores have sprung up all over the country,and the blind and explosive growth has broken the benign competition pattern of the previous automobile 4S stores.After years of development,my country’s auto manufacturers and dealers are facing problems such as product homogeneity and price transparency.These problems have become increasingly prominent.It is impossible to meet the needs of market development by simply relying on price and product quality,and cannot gain an advantage in the fierce market competition.Many manufacturers can only improve customer satisfaction and enhance market competitiveness by strengthening services.Customer satisfaction is the result of comparing the perceivable effect of the product with the expected value of the product.It can also be called the customer satisfaction index.Customer satisfaction is an index obtained by quantifying the experience brought by customers to the purchased product,reflecting the ratio of "expected" to "actual".The larger the value,the higher the satisfaction,and vice versa.This paper selects JH automobile 4S store as a case for analysis.Through field research,the ACSI model is used to evaluate the customer satisfaction of JH automobile 4S store,and based on the evaluation results,the influence relationship of JH automobile 4S store’s customer satisfaction factors is analyzed.To improve the customer satisfaction of JH Auto 4S stores,it is necessary to focus on improving the perceived quality,perceived value and customer expectations.At the same time,the three are inter-connected,and there is a close relationship.Value has a significant impact and positive correlation;and perceived quality will have a significant impact and positive correlation with perceived value.Finally,according to the relevant results,the JH Auto 4S store customer satisfaction improvement strategy is proposed from the dimensions of strengthening after-sales service management,strengthening employee quality training,strengthening customer relationship management,and strengthening corporate innovation,which can provide reference for the high-quality development of my country’s automobile industry.