The Research On The Measurement Of4S-Shop’s After-Service Customer Satisfaction Based Evidential Reasoning Structure

In November2001, China formally joined to the WTO, it provided moreopportunities for economic development, and injected more power to economicdevelopment. At the same time, China’s automobile industry has also experienced aprocess from scratch. Automotive service industry development from the vehicle salesto sales and maintenance mode, and then to "4S shop" business model, Car-service hasbecome increasingly completed.Car-service has also been the initial concern, and gradually developed into a “4Sshop “operating mode. The car dealer profits have changed from the transfer of vehiclesales to after-sales service. Looking back on the4S shop through the course of tenyears, after-sales service accounted about25%of the revenue and contributed44%ofthe profits. Accordingly after-sales service research got more and more attentions.The study of customer satisfaction of4S’s after-sales service has two meanings:(1)helping improve service quality, move forward a single step to confirm the satisfactionimprovement strategies;(2)helping enhance customer trust and stickiness. However,conducting satisfaction surveys often meet uncertain problem on evaluation, and thiswill affect the accuracy of the final survey results, it also can not be a clear distinctionbetween the proportions of these uncertainties. This paper introduces the evidentialreasoning approach, taking advantage of information aggregation processing, and itcan be effectively carried out on the information processing and normalized, so that thefinal results of the investigation can be more accurately.This paper combination of4S’s after-sales service to its own characteristics, andbased on summering the relevant theory, built the satisfaction evaluation index systemand model. Using integrated evidential reasoning algorithm IDS software to analyzethe collected data, include attribute level, basic probability assignment and belieffunction. Final get the customer satisfaction survey results of Chengdu4S shop. Andcompared it with the latest official survey, proven the built model and the selected toolof this paper is scientific and effective.