Based On ACSI Improved Model Of Customer Satisfaction Research

With the development of Chinese economy, the improvement of residents’ income level,the car has been from "luxury" of the family, to the"essentials"of family, penetration ishigher and higher. The consumption habits of different, the current automotive consumer notonly focus on the quality and price, also pay more attention to the auto after-salescommitment and service. As marketing expert Philip Kotler said, clinch a deal does not meanthe end of sales work, on the contrary, the beginning of the after-sales service is the real sales.The current domestic many car manufacturers have realized the importance of after-salesservice, by conducting all kinds of measures, to improve customer satisfaction, improvingcustomer perceived value.At present, many scholars at home and abroad will customer satisfaction research focuson car sales areas, and in view of the customer satisfaction research in the field of automotiveafter-sales service, not many relevant results. Taking audi auto4s inn after-sales service asthe research object, in fully absorbing the Swedish customer satisfaction index model (SCSB),Europe customer satisfaction index (ECSI) model advantage, on the basis of based on ACSIcustomer satisfaction index model, the innovation of the modified ACSI customer satisfactionindex model is built.Modified ACSI model not only includes the basic customer expectation, perceivedquality, perceived value, customer satisfaction, such as direct factors, also includes theenterprise image the feedback elements, with the audi is corresponds to the high-end brandimage. In this paper, on the basis of the modified ACSI model, through questionnaireinvestigation and data analysis, found the hinder the audi after-sales service customersatisfaction of the key factors. At the end of the paper to strengthen enterprise internalmarketing management, organization improvement three aspects such as the service process,improve the personalized service, in order to promote audi after-sales service level, improvethe audi after-sales service quality put forward the countermeasures and Suggestions, hascertain theory value and practice meaning.