Based On Customer Delivered Value Research On Customer Sales Satisfaction Index

Since2008, auto industry has entered the era with rapid development, at the same time,the requirements of the customers on the car and related services are growing. Therefore, onlya customer-centric product development and service provision, which will do better inmeeting customer needs. In order to gain a competitive advantage, more and more autoenterprises start to focus on customer relationship management, and strive to improvecustomer satisfaction. Build customer satisfaction evaluation model for China’s autoenterprise to measure customer satisfaction, which is good to know the customer’s exactneeds, expectations and their actual feelings of consuming experience. Then find theenterprise’s own shortcomings, and propose targeted business strategies to meet customerneeds in all aspects, which is in order to improve customer satisfaction. In the end, theenterprise can improve business performance and competitive effectively.The paper carries on the research and analysis on the measurement of auto enterprisecustomer satisfaction from both aspects of theory and practice on the basis of the existingcustomer satisfaction measurement models. Firstly, the related theories on customersatisfaction are summarized, and focusing on introducing the typical customer satisfactionmeasurement models at domestic and abroad. Then, propose that enterprise should focus onimproving key customer satisfaction in order to get the maximum return with the limitedresources through analysis. This paper takes auto enterprise as the research subject, customersatisfaction as the object. Considering about the characteristics of auto industry and thecustomer’s special requirements, based on the fruits of the previous, the paper establishes theauto enterprise customer satisfaction evaluating indicator system, which is composed of thefollowing six aspects: Phone reception, hall reception, product introduction, test drive,negotiation bargaining and hall atmosphere, including38indicators concretely. It employs theAnalytic Hierarchy Process to determine the weight of the evaluating indicator system, andthe Fuzzy Comprehensive Evaluation to carry out the synthetic evaluation, which haseffective combination of the qualitative and quantitative analysis, and finally carries out theempirical research, and further proves the theory’s feasibility. In the research, evaluating thesatisfaction of SVW Tangduyanhua, and then through the analysis of satisfaction-importanceto find the key factors impacting on customer satisfaction, which gives effective basis andspecific direction on promotion of product and service quality. It provides a scientific,effective and practical research on customer satisfaction for the auto enterprises.