Research On Customer Satisfaction Evaluation And Improvement Measures Of Taiyuan Automobile4S Stores

With the rapid development of the economy，the income level ofresidents has continued to rise，greatly improving the quality of people’ s lives.Urbanization increases the demand for cars， thus more and more people usecars as their daily transportation. Therefore the automobile industry has takenon an unprecedented prosperity. Car sales market has rapidly changed fromseller’s market to buyers’ market. The “profiteering” era of the auto industryhas passed. Great changes have taken place in the brand management mode andconcept， and consumers become more and more rational. Consumers not onlyfocus on the quality of cars，but they also start to pay attention to the service ofthe stores. The previous price competition has turned to service competitiongradually.Facing today’s fierce competition environment，automobile4S marketingstores are trying to find a new breakthrough and development path to establishthe idea of customer service，customer oriented，improve the customers’satisfaction，obtain greater economic and social benefits，and promote asustained，healthy and rapid development of the company.This paper focuses on opportunities and challenges of the automobile4Sstores， and researches the factors of the customer satisfaction evaluation andthe related theories. It establishes the customer satisfaction evaluation indexsystem of Taiyuan automobile4S stores. It aims at the car users，and learnsabout the existing situation of customer satisfaction objectively and completelyby conducting random interviews，filling out questionnaires，etc. It then analyses the problems of Taiyuan automobile4S stores and the situation of theirafter-sale customer satisfaction.The paper establishes a reasonable program to improve customersatisfaction by analyzing the obtained information and data. It aims to improvethe service quality of every department. Taiyuan automobile4S stores shouldestablish the customer-centric concept and the standard service procedure，strengthen the management of their relationship with customers，improve thetraining and the integrated quality of managers and staff，adopt advancedtechnology and equipment， focus on the quality of repair service， pay moreattention on the details of service， and carry out the investigation of customersatisfaction， and etc. Taiyuan automobile4S stores should also strive to meetthe varied demands of the customers based on their interests，try to improve thequality of service， and eventually improve customer satisfaction. The paperprovides practical basis for their strategy management to help them better meetthe demands of customers and improve their profits and integratedcompetitiveness.