Research On Customer Satisfaction Of LH Car Company

As the rapid growing of China’s economy, cars are no longer shown as luxuries but become daily transport for people. The patterns of car consumption are changing as the economy is growing rapidly. Different from the simply way of selling and buying, all of a sudden, people are becoming more and more awareness of actually producing, supplying and the most import, servicing. It has gone from a "production push" society to a "consumer pull" society and the consumer is the king. Customer satisfaction has become a hot topic considering the growth of the Chinese economy and the massive impact on all industries, never mind the car industry.From the end of last year, car industry has entered a cold winter, facing great pressure and lots of difficulties, with lots of inventory pressure; the price is falling down sharply, no matter imported cars or native cars. Compare to last month, the pricing in May has fallen by0.53%,1.14%decline compare to the same time of last year and it is the most obvious decline of this year till now. The decline of passenger vehicle’s price especially that of luxury cars has become one of the major reasons to pull down the total price. More and more deals are forced to rethink their strategy and get aware the importance of how to receive customer loyalty from make their customer get satisfied with them, they are paying more attention on their service much more than sales. Due to the restrict on car purchase, rising of oil price as well as traffic congestion, parking difficulties and many other practical factors, car dealers will facing much more difficulties in a fierce competition environment for a long time. For most of the car dealer, they accumulate their customer by car selling, but by means of after sale services, dealers get their profits. Beginning with the theory and the development of customer satisfaction, combined with some popular customer satisfaction measurement models, this dissertation, is mainly focuses on the current situation of customer satisfaction of LH Car Company, via data analysis, to discover the inadequacies of existing index system and explore a better way to improve customer satisfaction and receive customer loyalty at last.