Research On Relativity Between Customer Satisfaction And Loyalty Of Sport Utility Vehicle Industry In China

Nowadays automobile industry is becoming one of the advanced and meaningful industries, the development of which is an important symbol of national industry integrative development, and it plays both the two roles of backbone and foundation industry in national economy.These years with the rapid growth of SUV (Sport Utility Vehicle) Market in China, to understand the characteristics and development trends of customer satisfaction of individual automobile consumer is quite an practical reference to the product research and development, marketing and customer satisfaction strategy for the SUV industry manufacturers in China.In this study the brands of first 5 sales SUV in 2006 are selected as the research objects and the analysis samples are collected in Beijing, Shanghai and Guangzhou by questionnaire research and tele-interview. Then with the statistic software of SPSS 10.0, the valid samples are processed by the method of statistic analysis to investigate the relativity of SUV customer satisfaction and loyalty.In the thesis, the development of automobile and SUV industries in China is introduced firstly. Then the theory and measurement methods about customer satisfaction and loyalty are reviewed, as same as the relationship between the satisfaction and loyalty.By the method of factor analysis, principle component analysis and multivariate regression, the key factors are extracted and different factors' importance and the influence to loyalty are discussed fully in difference aspects. And finally in basis of the analysis conclusion expresses the prospects of further research.This thesis is quite meaningful to the practice of domestic retailers and manufacturers, to some extent which also provides a practical reference to similar studies in this research area.