A Study On The Satisfaction Of Different Consumer Groups Of DongFeng-Citroen Cars

Nowadays, customer satisfaction has been being a hot issue. Many enterprises and research institutions have invested a large amount of human, material and financial resources to research it. They have made a number of practical experience and theoretical results. However, Most of these researches view consumers as a whole and study the overall situations of customer satisfaction, which is far from enough for enterprises to develop appropriate marketing strategies and other areas. In actual business activities, enterprises not only need to know the characteristics of customer needs and the feeling and expectation to the service of the enterprise's product, but also need to know more detailed situations of the satisfaction of consumer groups. The thesis would have further study on customer satisfaction.Based on such background, the thesis firstly introduces the aim and significance of choosing the title, and then it concludes the research situations all over the world. Secondly, the evaluation method system is explored thoroughly. The thesis conducts the design of each index system of customer satisfaction evaluation and provides two strong evaluation methods of customer satisfaction feeling and customer satisfaction expectation. At the same time, it provides a way to measure customer satisfaction. Thirdly, according to the differences of the customer's sex, age, career, monthly salary and education degree, we separate the customer into different consumer groups. Take the DongFeng-Citroen cars as the example, through the evaluation of the satisfaction of each consumer group, it examines the feasibility of the model and its method and supplies the theoretical and technical support for promoting the method in a large scale. Finally, through the comparative and consume behaviour analysis of customer satisfaction of each consumer group, the thesis provides some suggestions for improving customer satisfaction in view of each consumer group. At the same time it makes a beneficial exploration for the enterprise to formulate and consummate its marketing strategies. The thesis uses the method that the theory combines with the practice. Through studying and using the existing research results and experience of the experts and scholars in all over the world, it combines a large amount of market surveys, and sets up the evaluation model of customer satisfaction. Meanwhile, it utilizes detailed data and abundant charts to analyze the objective fact, in purpose of making quantitative and qualitative analysis of the satisfaction of each consumer group of Citroen cars. In addition, the thesis also synthesized uses some other scientific research methods to conduct the research, such as the comparative analysis method, the market segmentation method, the mathematics model method and the case analysis method.By way of the research, the thesis may achieve such anticipated results: first, it analyzes the consume behavior characteristics of each consumer group of Citroen cars; second, it conducts the comparative analysis of the satisfaction feeling and satisfaction expectation of each consumer group on the sixteen targets; third, it carries on the comparative analysis of the satisfaction among each consumer group; last, it takes the comparative analysis of the satisfaction between each consumer group and all the customers. Through carrying on the investigation and analysis of customer satisfaction, we could know each consumer group's demand characteristics and the actual conditions of the satisfaction to the Citroen cars. At the same time, we also could see the differences between each consumer group's satisfaction expectation and satisfaction feeling about its product. Therefore, it provides a reliable basis for the enterprise when formulating practical and feasible marketing strategies. Meanwhile, it can also well meet the customers' need and enhance the enterprise's core competitive power.