宏骏汽车店顾客满意度的研究.pdf

摘 要 汽车服务已经成为国民经济的重要支柱之一，随着我国汽车销售 市场竞争的加剧，汽车 4S 营销模式作为目前轿车销售的主要模式， 已充分体现了其优势，但是，面对强势的生产商、日趋成熟的消费者 和越来越多的同行业竞争对手，4S 汽车经销商正采取各种策略获得 更多的生存及利润空间，其中提高顾客满意度就是策略之一。虽然汽 车行业顾客满意度的研究已经受到相当程度的重视，但是对汽车营销 企业的顾客满意度研究却较少。作为汽车营销企业，提供顾客满意的 服务，就必须了解顾客，加强对汽车服务顾客满意度及忠诚度的研究。 通过服务型企业的独特视角来进行顾客满意度研究是非常必要的，因 此，本课题以汽车营销企业为研究对象，进行顾客满意度研究。 本课题在顾客满意度相关研究模型的基础上，综合汽车营销行业 的特点，运用机构方程构建 4S 汽车营销企业顾客满意度研究模型来 实现对 4S 汽车营销企业服务质量的进行测评，通过构建顾客满意度 测评体系。企业可以运用该模型进行顾客满意度测评，找出企业经营 中存在的不足，为企业经营提供策略依据。 关键词：4S 汽车营销企业，顾客满意度，结构方程模型，实证研究 I ABSTRACT Automobile service has become one of important pillar of national economy, Chinas car sales market competition intensifies,4S marketing model as the main mode of car sales, has been fully embodies its advantage, however, in face of the powerful producers, increasingly mature consumer and more and more industry competitors,4S Car dealership it adopted various strategies to get more survival and the profit space, which is one of the strategies of improving customer satisfaction. Although the automobile industry customer satisfaction research has received considerable attention, but the automobile marketing enterprises customer satisfaction study less. As the automobile marketing company, to provide customers with satisfactory service, we must understand the customer; strengthen the service customer satisfaction and loyalty research. Through service enterprise from the unique perspective of customer satisfaction research is very necessary, therefore, the automobile marketing en