LSH Auto After-sales Customer Satisfaction Assessment And Promotion Strategy Research

The steady development of China's automotive industry,drive the car service industry continued to expand.Although the domestic automotive service market space is huge,but due to some car enterprises lack of advanced service management concept and effective means of service,the staff skill levels and business experience is not high,management style is rigid and lack of incentives,which cause the car enterprise service level difficult to ascend,and the phenomenon of customers dissatisfaction with the service become common.How the car service enterprise to adapt to the fierce market competition environment,strengthen the service quality and improve the customer satisfaction level,thus win the market share and retain more customers,has become the focus of the automotive service industry today.This paper takes LSH company,a luxury car brand service enterprise,as the empirical research.Summarize the current problems existing in the after-sale service of LSH company,and analyze the reasons of the decline in LSH company customer satisfaction level.At the same time,apply a variety of research methods to conduct the investigation and evaluation of the LSH company customer satisfaction rate.And based on the evaluation results,in view of the service sectors which in urgent need to be improved,put forward the corresponding improvement countermeasures and guarantee plan.On the basis of theoretical study,through using the improved evaluation model of customer satisfaction,construct the satisfaction evaluation index system which conforms to the needs of LSH company;in respecting of the design principles of scale questionnaire to design the questionnaire and conduct sampling survey,then analyze the customer sample group characteristics;with the aid of statistical software,carry out the result verification of the questionnaire and the factor analysis applicability;use the factor analysis method to extract the principal component,and based on it to make structure verification and level classification of the customer satisfaction index system;use the analytic hierarchy process(AHP)to determine the weight contribution of each measurement indicator to the overall customer satisfaction level;then use the fuzzy comprehensive evaluation(FCE)to calculate the LSH company customer satisfaction total score and the comprehensive score for each structure level,and based on it to evaluate the LSH company overall and different section's service performance,thus helping to point out the direction of service improvement;with the help of the four points graph model,considering the different indicator attributes,to make classification and evaluation of the index,and further refine the key driving factors of the customer satisfaction;finally,conduct item by item analysis of the key driving factors,then put forward the corresponding customer satisfaction promotion strategy and guarantee plan for LSH company.