Hafei Automobile Customer Satisfaction Assessment And Promotion Strategy Research

No matter joint venture and independent car companies realize that customer isthe most precious resources of enterprise. Analysis of customer data can helpmanufacturers and dealers for the gap between the quality of products or servicesand customer expectations, clear focus on customer satisfaction management, andguide the improvement of the products, sales, and service quality.The purpose is toimprove customer satisfaction and loyalty, to bring the improvement ofcompetitiveness.Hafei automobile co., LTD.(hereinafter referred to as the hafeiautomobile company) is a large state-owned enterprises. It determine the brand ideaof reliability witness value. By word of mouth marketing and service marketing asa marketing focus, customer satisfaction management is particularly important.Research and evaluation of customer satisfaction can find the gap with its own shortboard and competing goods. It is the most basic work and has the very importantsignificance when hafei automobile company work for continuous improvement ofthe products, sales and service.In this paper, customer satisfaction assessment and promotion strategy of hafeiautomobile company is the research key. The purpose of the study is based oncustomer loyalty as the guidance. The thesis is creative to set up and improve thehafei automobile customer satisfaction index evaluation and management system.This paper takes customer satisfaction theory and classical exponential model as thebasis, and refer to the domestic automobile industry authority of the evaluationmethod. It adopts comprehensively telephone access, market research, researchmethods such as questionnaire evaluation. On the one hand it has carried on theempirical evaluation and research for hafei automobile products, sales a nd service inthe field of customer satisfaction, and analyzes the weaknesses and deficiencies; Onthe other hand it help enterprises and dealers understand customer expectations,clear focus on customer satisfaction management, put forward the promotionstrategy to improve customer satisfaction.This paper set up and improve the hafei automobile customer satisfactionevaluation and management system. It provides the theoretical support for themanufacturers and dealers in product management, sales, and service satisfactionascension. Customer satisfaction improvement measures and suggestions are operable in practice. Purpose is to guide the hafei automobile and dealers toestablish a customer satisfaction as the core of enterprise culture and marketingsystem, and enhance enterprise competitiveness.