Research On Customer Satisfaction Strategy Improvement For Product A In BM Auto-company

With sharply growth of China’s auto market,the innovation of auto products is also continuously.So more and more competitive pressures are waiting for auto manufacturers.Auto manufacturers hope that their products can have a higher market share.One effective way to maintain market share is to retain loyal customers and win new customers.Customer satisfaction plays a decisive role for it,manufacturers need to have an awareness for the customer satisfaction and put it in the core position.As the world’s leading luxury car manufacturer,BM’s sales have increased year by year since entering Chinese market from 2003,and it has also made a lot of efforts in customer satisfaction,but the current research and practice on customer satisfaction are limited,because only the individual department did the analysis and no overall customer satisfaction research due to the organization and human resource reasons.Therefore,this paper uses the CCSI model as the theoretical support to study the customer satisfaction of BM Automobile Company A’s products through questionnaire survey and analysis.Total 135 valid samples be collected,and In-depth research was conducted include descriptive statistical analysis,reliability and validity analysis,correlation analysis and regression analysis.The results showed that image,perceived quality,perceived value and customer expectations have significant effects on customer satisfaction.Perceived quality has the biggest influence,image and customer expectations in the second position and the last one is perceived value.Based on the results of research and analysis,this paper attempts to propose strategies to improve customer satisfaction.BM companies can improve service quality,enhancing product quality,optimizing design and R&D processes,continuously updating configuration,and improve value competition to enhance customer satisfaction.