Research On Customer Satisfaction Of Chengfeng Company Based On SERVQUAL

With the rapid development of national economy and improvement of people's living level,the per capita disposable income continued to grow.At the same time,the automotive industry is also gradually changing from the luxury to mass consumer goods.They are becoming more and more popular.As the best means of transportation in daily life,the accelerated development of economy is undoubtedly the best opportunity to promote the development of industry,and it can effectively meet the needs of people's life and realize the spiritual enjoyment of the people to a certain extent.The growth of demand for automobile industry will inevitably lead to the vigorous development of automobile related industries.Especially in the automotive spare parts industry,a large number of auto parts enterprises are emerging in the market,and the competition is becoming more and more fierce.The traditional auto parts industry competition remain in the price war,but with the development and progress of the times,the competition between the industry more focused on customer satisfaction.By strengthening customer satisfaction,auto parts enterprises constantly improve their core competitiveness and realize the healthy and sound development of the enterprises.The research object is Chengfeng company,which is a private auto parts enterprise in china.First of all,this article expounds the application and significance of customer satisfaction in enterprises,and it makes a survey and analysis on current customer satisfaction management of Chengfeng company.The Chengfeng company mainly adopts two ways to carry out customer satisfaction such as supplier evaluation and customer complaints.Although the two method is feasible to some extent,but they did not form an effective method to enhance the company's service quality fundamentally.In this regard,on the basis of customer satisfaction theory,the author combined with the actual situation of Chengfeng company,and design a set of suitable for Chengfeng company's customer satisfaction system.The customer satisfaction system consists of five dimensions and fourteen indicators,each indicator is associated with the business of the company.And then through the analytic hierarchy method this paper confirmed every index weight.By using of fuzzy comprehensive evaluation method it calculated the satisfaction index.On the basis of the newly designed customer satisfaction system,Chengfeng company's customer satisfaction index is between the middle and good level,which reflects that its customer satisfaction has yet to be improved to some extent.Accordingly,in view of Chengfeng company's customer satisfaction management status and customer satisfaction index,this paper proposes satisfaction strategy and commitment,and develops seven specific measures to improve Chengfeng company customer satisfaction.In order to effectively ensure the implementation of seven specific measures to improve customer satisfaction,this paper also puts forward suggestions from the aspects of organization,culture and personnel.Through the analysis of Chengfeng company's customer satisfaction,this paper excavates the inadequacies and loopholes in current customer satisfaction management,it puts forward specific improvement measures so as to effectively enhance the core competence of Chengfeng company.At the same time,it also provide reference for the improvement of the core competitiveness of the auto parts enterprises for the same size company.