Analysis Of The Customer Complaints Management And Factors Affecting Customer Satisfaction In Auto Industry

The competition between enterprises is the competition for customers’ resources and loyal customers form the core of the enterprise competitiveness. As market competition increases, more and more companies, including the car manufacturers, have started working on the numerous benefits of customer complaints management as well as the importance of improving the customer satisfaction. Existing researches of customer complaint management focus on the hotel, telecommunication and hospital sectors. This paper focuses on the automotive industry, and studies the complaints management system and the factors influencing customer satisfaction with complaints handling. This research has both theoretical and practical significance for customer complaints management. The main contents are as follows:Firstly, the related theory of the customer complaints management is reviewed, and then its basic feature in automobile sector is also presented. Secondly, taking A car company as a study focus, this paper analyzes the closed-loop complaints management system composed by this company and its 4S stores. Based on it, some suggestions are made to provide referenced measures for other car enterprises. Finally, based on analysis of the factors influencing customers’ satisfaction after complaining, a hypothetical model is established, aiming at finding the effect of factors. This model is verified with automobile complaints data provided by the Shanghai Municipal Consumer Protection Association. The method used is binomial logistic regression. On the basis of the conclusion, some useful suggestions are made to improve customer complaints management system in the auto industry.