| With the sustainable development of China, the luxury car market grows gradually. Over the past decade, Audi, Mercedes-Benz, BMW, Volvo have been localized, Porsche, Lexus, Infiniti, A Library La rush to settle down in China, and it has became the strategic market of luxury cars in the world. The fierce competition in luxury car market has led to the change in the market strategy. In recent years, luxury car companies have moved their focus from a simple product strategy to"customer-center"which intend to apply the customer satisfaction strategy, and thus to seize more clients.Audi is the earliest and most successful localization luxury car brand; customer satisfaction which is one of the most important three objectives (brand, sales, and customer satisfaction) has strategic significance for Audi. In 2006, the sale volume of Audi broke the 80000, reached to 80808; in 2007, it broke the 100000 mark, reached 100888; in 2008, it reached an astonishing 118118. However, the rapid expansion of sales was not synchronizing with dealer network development and network service capacity development of dealers. In 2006, Audi Sales Division was established, and the imported cars and domestic cars sales network was combined, which need higher service capacity. In addition, fast growing sales share the limited service capacity and sources. Therefore, compared to competitors customer satisfaction of Audi has been faced with the challenges.This paper aims to find the gap in service between Audi and the competitors, and analyze the causes of these gaps and then put forward some suggestions and programs for the service improvement. The first chapter provided an overview of China's luxury car market, which introduced the development process, analyzed the characteristics of luxury car market and competition situation. It described the general theory of customer satisfaction as well as the theoretical study at home and abroad, and the significance of successful implementation of customer satisfaction strategy for automotive business, dealers, and society. And special significance of customer satisfaction for the Audi enterprises was illustrated, according to Audi's present development condition in China.Chapter two focused on the theoretical and satisfaction-related research, satisfaction theory's development stage and the development process. It studied a variety of customer satisfaction model, as well as domestic and international research on the status of satisfaction and a variety of satisfaction measurement model.Building customer satisfaction model, Chapter three analyzed the performance of the Audi customer satisfaction. And through the"index","factor","element"a satisfaction index system was built. Audi's satisfaction"index"was calculated based on scores, as well as the relative importance of each factors to the overall satisfaction, the calculating formula introduced in the data reduction part."factor"constitute the entire service experience in various segments of the experience, and"element"is the component part which play an important role and is final specific influencing index. Each diagnostic elements of the problem determines the score. Then using J. D. Power Asia Pacific Satisfaction Index Model and satisfaction index bivariate regression model, the weight of all the elements was settled and the overall satisfaction algorithm was generalized, then took the data through research. Calculating customer satisfaction scores: According to the experts assignment Sales Satisfaction Index System contains the index and the index weight.Chapter four analyzed the results of the research. The main focus was on the volume, the first one was overall satisfaction, including overall satisfaction and comparative analysis with competitors, and dealers recommend analysis and repurchase analysis. Second was sub satisfaction, focusing on 16 elements and comparative analysis of the luxury automotive industry, and the distribution of the sample was analyzed.Chapter five mainly illustrated the reason and improvement suggestion for the overall satisfaction and sub satisfaction. Considering about the actual operational possibility, this paper focused on seven of the 16 elements which affect the overall satisfaction largest and most important, and illustrated the improvement recommendations as well.(1) Reasonable charge(2) Service quality for the whole maintenance time consuming(3) Assistance car pick up(4) Thorough repair/maintenance(5) Car clean and good driving status after maintenance(6) Detailed explanation of maintenance(7) Flexibility to meet appointment needs... |
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