Study On Customer Satisfaction Evaluation System Of Automobile Sales

Today, the development of automobile industry has become an important indicator of a country in industrial integrated development level in the world, and it plays dual roles of stanchion industry and basic industry in the development of the national economy. Automobile is increasingly becoming an indispensable tool in people's life. People's requirements about automobile are not the same, some requires strong power, some requires better economic, some requires through performance to adapt special road. Different requirements determine the people's satisfaction with the purchase of a car are different. In the process of consumers purchase, there are many requirements on the distributors, and service personnel, services place, vehicle quality, transaction process, the delivery process and etc. So it comes to different value of satisfaction. The automobile sales satisfaction evaluation, may influence a potential consumer purchasing vehicles, the choice of aftersales service, decided to repurchase intent as customer loyalty, and even decided to car companies to develop, design, market share, such as the automobile market's overall strategy. Therefore, study on automobile sales satisfaction, for the orderly development of the automobile industry, encourage enterprises to improve their car brand overall construction, guiding customers correct consumption are necessary.With the rapid development of the automobile industry, the requirement to the market of the automotive industry are advancing, the reason for what mainly comes from the customers'demand for automotive products and related services is growing. Therefore, more automobile sellers begin to realized that to sell their products and services base on the center of client in order to obtain greater competitive advantage. The nature of competition in the market is "win customers", and no customers have no market.Automobile market gradually matured. Meanwhile, the behavior of consume is becoming increasingly rational. Quality, performance, as well as the entire process of the purchase will be carefully considered by consumers. In the purchase process, the most valuable factors are considered by consumers are whether the process of delivery is smooth, sales service, whether the dealer's facilities is complete, the condition of delivery, delivery time and related papers. These factors directly or indirectly affect satisfaction of consumers during the process of purchase automobile.Based on the information at home and abroad, the paper established the automobile sales customer evaluation index system. Fixing on the weight of these index are important, and scored the fourth of the satisfaction index, then completed the evaluation system design.After had read the study on the knowledge of customers satisfaction and evaluation abroad and home, and analyzed the actual situation in automobile sales, the paper mainly completed the following work:1. Researched on many relevant literature abroad and home about the customer satisfaction, evaluation methods, summed up the study background, the study status quo and the study significance of automobile sales customer satisfaction, and made the study content of this article.2. Analyzed the theoretical knowledge on customer satisfaction, customer satisfaction model, satisfaction measurement model, the evaluation method of the satisfaction. Customer satisfaction is that the customers'feelings concerning the level of request have been asked to meet. Customer satisfaction with the basic characteristics: subjectivity, delamination, the relativity and phases. The typical Customer Satisfaction models include expect not recognized model, the quality of three theories, comprehensive model of customer satisfaction. The macroscopical evaluation models most famous in the world include the Sweden customer satisfaction index model, the United States model of customer satisfaction index, the EU model of customer satisfaction index, China's customer satisfaction index model. And the microcosmic evaluation models contain Expert Empower Law, Entropy Method, Customers Empower Law.3. In the text, using AHP layered method to divide the car sales customer satisfaction evaluation index system into four levels. Each level of evaluation indexes are evolving from the indexes of father-layer, and the evaluation results of the indexes on the level reflect the son-layer's indexes of evaluation. And using Delphi method, entropy method and customers empowered method ascertained the weights of the indexes on the second, third and fourth levels. Using score method on the fourth layers of indexes for customer satisfaction index. 4. Design the auto sales customer satisfaction evaluation system with VISUAL BASIC 6.0.Based on the customer satisfaction survey and evaluation, we can understand customers'needs and expectations, as well as the feelings of the consumers'consumed experiences, using sophisticated statistical techniques, to seek and analyze the gap between the services of automotive products, sales process and the expectations of customers, propose improvement measures purposefully, to guide the sales service improvement of car sales business, improve customer satisfaction, brought about the improvement of performance and competitiveness enhancement.