.4 S-car Marketing Business Customer Satisfaction Research

The 4S automobile marketing pattern takes the principal mode which present passenger vehicle sells, has manifested its superiority. But, facing the strong automobile producer, the mature consumer and more and more competitors, the 4S automobile dealers are adopting all kinds of strategy to survival, enhancing the customer satisfaction is one of strategies. Although the study of the automobile profession customer satisfaction is already emphasized in large of degree in recent years, but the research of the automobile marketing enterprise's customer satisfaction is not full. As the automobile marketing enterprise, it is very necessary to research the customer satisfaction from its unique industry characteristics. Therefore, this essay takes the automobile marketing enterprise as the object, to study the customer satisfaction.In this essay, the author summaries the automobile marketing profession's characteristics and emulates study method from service quality disparity theory and SERVQUAL list to construct the 4S automobile marketing enterprises' customer satisfaction model on the basis of customer satisfaction index model including ACSI,ECSI,SCSB,CCSI etc. The author takes service quality as breakthrough point, unified the structural equation model and the service disparity theory, and has established the customer satisfaction evaluation system. At the same time the enterprise utilized this model to carry on the customer satisfaction evaluation, the enterprise can find the deficiencies in the business through analyzing service quality disparity. Certainly it also can provide the strategy basis for enterprise.The essay is divided into six chapters. The author introduces study goal and research present situation including domestic and foreign in the first chapter; the content of the second chapter is to introduce the customer satisfaction theory, including the customer satisfaction mechanism and the customer satisfaction model, proposed customer satisfaction research ideas in this article; The author introduces the 4S automobile marketing enterprise's characteristic in the third chapter; and then introduces how to establish the 4S automobile marketing enterprise customer satisfaction model in the fourth chapter; The author conducts the empirical study about the customer satisfaction model in the fifth chapter; In the last chapter makes the summarize of the thesis.