Research On Customer Satisfaction Evaluation Of Automobile Sales Industry Based On CCSI Improved Model

As an important part of economy and society,automobile sales enterprises have played a great role in promoting China’s economic development.However,in recent years due to the increasing competition in the automobile market,it has brought certain pressure and difficulties to the development of enterprises.In the increasingly competitive market environment,it is particularly important for enterprises to break the constraints of competition and achieve healthy development,and improving customer satisfaction is an important way to increase enterprise performance.The reasons are as follows: Fornell empirical research shows that customer satisfaction has a positive impact on enterprise profits;According to the "Pareto principle",80%of the profits of the enterprise come from 20% of customers and related products and services.However,the influencing factors of customer satisfaction are variable,that is,different times and different consumption concepts lead to different factors of customer satisfaction.Improving customer satisfaction can help enterprises develop.The key and focus of improving customer satisfaction is to understand customer needs and explore new factors that affect customer satisfaction.This paper expounds the relevant theories and research results of customer satisfaction at home and abroad,and focuses on the analysis of customer satisfaction index models at home and abroad,especially the quadrant model,Swedish customer satisfaction index model(SCSB),American customer satisfaction index model(ASCI)and Chinese customer satisfaction index model(CCSI).Taking the customer satisfaction of automobile sales enterprises as the research subject,comprehensively considering the service experience and service quality,this paper constructs an improved CCSI customer satisfaction index model and designs a questionnaire.This model includes 7 dimensions and 23 observation variables.SPSS software is used to analyze and test the reliability and validity of the questionnaire data,Amos software is used to conduct confirmatory factor analysis on the questionnaire data,and structural equation model is used to test the fitness of the constructed model and data.The results of empirical analysis show that information perception,enterprise popularity,enterprise reputation and service quality have a great impact on customer expectation and customer satisfaction;The evaluation of 4S store fees and prices is relatively low.Finally,based on the data analysis results,this paper puts forward optimization suggestions for automobile sales enterprises in terms of information channel,corporate image and service quality,so as to provide valuable reference for the improvement of automobile sales enterprise satisfaction and the realization of enterprise long-term development.