| Customer satisfaction has always been an important indicator for all brands in the automotive industry to improve service level and maintain customers.Compared with other commodities,automobile products have a longer life cycle.Each automobile brand needs to maintain a long-term good relationship with automobile customers and maintain a good reputation.Maintaining a high level of customer satisfaction is an indispensable basic condition.Customer satisfaction at the consumer end is a specific quantitative indicator of the customer’s paid purchase experience,which directly affects the customer’s stickiness and loyalty to a particular brand,and then affects the customer’s repurchase rate and referral rate.It is one of the important factors to form the terminal core competitiveness and promote the brand strength.In recent years,China’s automotive industry has made considerable progress.According to the China Automobile Industry Association,automobile production and sales in 2018 were 27.809 million and 28.081 million respectively,ranking first in the world for 10 consecutive years.However,compared with world-class automobile brands,Chinese automobile brands lag far behind in R&D,product and terminal power.R&D capacity and product capacity can not be improved in the short term,but in the consumer side with customer satisfaction as the core,it is a link with less investment and obvious improvement effect.At present,the application and management of customer satisfaction of domestic automobile brands are still in the stage of more forms than practicality.On the one hand.different customer groups have different factors affecting their satisfaction.Each brand has not been effectively integrated with its corresponding market segments,and generally does not have its own exclusive customer satisfaction evaluation criteria.On the other hand,most brands do not penetrate sales and after-sales service.To the whole customer service cycle of the whole process satisfaction evaluation system.Based on such industry background,combined with the literature review of customer satisfaction,this paper uses literature research,questionnaire survey,qualitative analysis and quantitative analysis methods,takes Chang’an S dealer as the research object,and uses the average satisfaction degree which can directly reflect customer satisfaction as the core data to analyze 100 Chang’an car owners’satisfaction degree of sales service and 100 Chang’an car dealers’ satisfaction degree respectively.Vehicle owners are satisfied with after-sales services such as maintenance,maintenance and travel.The survey found that the six satisfaction factors of S dealer’s sales service did well in the process of trial driving and delivery,while the average satisfaction of franchised store facilities,sales consultants,service tracking and customer reception was lower than the average of the whole sample;among the 21 satisfaction factors,vehicle introduction,demand analysis,sales ability,complete handover accessories and timely reminder of the first guarantee were far lower than the overall average.Among them,the first guarantee reminder,the professional ability of sales consultants,the cleanliness of the exhibition hall and entertainment facilities are not satisfied.The six major satisfaction factors of after-sales service,including service return visit,reception service and service consultant,scored higher,and the work was basically recognized by customers,but the quality of service,service station facilities,and settlement of delivery were lower than the overall average.Among the 21 satisfaction factors,complaint handling,frequency of care activities,quality of care activities and professional trustworthiness are far below the overall average.Among them,the number of care activities,quality of care activities,spare parts guarantee,service return visit time,service consultant professionalism,convenience of service station facilities are unsatisfactory.In view of the above factors,the paper classifies them and proposes three types of promotion strategies based on competency,mechanism and affair factors.At the same time,for the smooth implementation of various strategies and the long-term solution of customer satisfaction,three major safeguard measures,namely,organization,special funds and assessment mechanism,and information security,are proposed,which can not only solve practical problems,but also provide logical reference and measures for automobile industry practitioners to improve customer satisfaction of specific brands. |
