Research On The Influencing Of Customer Relationship In Auto 4S Stores Service Quality

With today’s world economy rapidly growth, in the eyes of China’s consumers,cars from could only dream of the high-end into a daily consumer goods. In the world the car’s production and sales of China has become first.The auto 4s stores has been constructed in a large number which with the major distribution and service terminal integration mode. In the process of 4s stores to seek profits, the existing service quality did not keep pace with the development of auto industry and auto market. To the sustainable development of auto 4 s shops in the future that maintainning good customer relations become the key, and it is a necessary condition to provide the excellent quality of service.So, this paper is an important practical significance to the auto 4s stores’ s future.Based on Cronin & Tylor(Cronin and Taylor) proposed SERVPERF service quality scale, combinationed of China’s auto 4s shop management, production, sales, with the tangibility, reliability, responsiveness, assurance and empathy said the service quality of auto 4s shops and design related questionnaire. Then, we conduct a questionnaire survey with a random sample in north road 2, in Shen Yang. After the pre-test deleted, formed the formal questionnaire test. Eventually the survey with 300 questionnaires, recycling 256, the recovery rate of 85%, the research conditions are not met after 26 questionnaires to eliminate, eventually determine effective survey sample of 230, the statistics of questionnaire effective rate was 76%.Through regression analysis, auto 4s stores " tangibility " of the service quality dimensions on customer relationship is not significant influence, and in the correlation analysis its relationship with customers is positive correlation, the rest of the four dimensions of customer relationship has significant influence.Finally, rely on the result, puts forward the specific strategies to improve the quality of auto 4s stores’ s service to maintain good customer relations and hope to auto 4s stores’ s managers to improve marketing profits and in the business activities.