Customer Satisfaction Of A Car 4S Store Based On Analytic Hierarchy Process Research On Evaluation Model Construction And Application

In recent years,the era of "extraordinary profits" in the auto industry has been exhausted,and the management methods and operating concepts of auto brands have also undergone great changes.The auto sales market has rapidly changed from a seller’s market to a buyer’s market,and consumers have changed.They have become more and more rational.They not only pay attention to the quality of cars,but also pay attention to the service to customers.More and more brands begin to pay attention to the importance of service,and gradually shift from the previous price competition to service competition.The current competitive environment is becoming more and more fierce.At this time,it is necessary for automobile 4S stores to review the situation,re-explore the business strategy of sustainable development of the company in order to adapt to the new environment,constantly try to find new marketing channels,establish a customer-oriented service concept,and improve customer satisfaction Start with the degree to obtain greater economic and social benefits,and achieve the goal of promoting the sustainable,healthy and rapid development of the enterprise.This article starts with the customer satisfaction survey of A car 4S shop,draws on the previous research results and related theoretical knowledge,and combines the characteristics of A car 4S shop customers to establish an evaluation index system for A car 4S shop customer satisfaction.In terms of environmental facilities,product quality,sales links,transaction process and after-sales service,it specifically includes25 evaluation indicators.Then use the analytic hierarchy process to determine the weight of each element in the index system,and then construct a customer satisfaction evaluation model.Finally,use this model to investigate the customer satisfaction of the A car 4S shop.After data analysis,it is found that the customer satisfaction has problems such as insufficient transportation,high maintenance costs,insufficient sales consultants,insufficient payment methods,and insufficient after-sales service charges.In this paper,from increasing investment,improving after-sales service links,optimizing transaction processes,improving sales staff service levels,and creating good hardware service links,this article discovers specific methods that can improve customer satisfaction and improve the perceived value of corporate customers to help The company has won customer satisfaction,thereby improving the customer relationship of A car 4S stores and enhancing market competitiveness.At the same time,it also provides a certain reference for the development of similar 4S stores.