关于汽车服务企业(4S店)提高顾客忠诚度策略(研究).docxVIP

第 PAGE \* MERGEFORMAT 4 页 （共 44 页） 关于汽车服务企业（4S店）提高顾客忠诚度的策略（研究） 重庆工商大学 2012级汽车服务工程 汽车服务1班 刘楨 指导教师 周强 中文摘要:随着整个汽车市场的进一步成熟和完善，许多汽车服务企业（4S店）都意识到了单凭汽车销售来获取利润以维持企业发展的暴利时代已经过去，现如今，企业要想在激烈的竞争环境中求得生存，只有不断完善汽车销售和售后服务的整个系统，注重顾客体验管理，才能持续提升顾客忠诚度，而如何去改善和提升一家汽车服务企业（4S店）的顾客忠诚度是本文研究的主要目的，本文分析了汽车服务企业（4S店）发展的现状，并且在结合汽车服务企业（4S店）顾客忠诚度研究成果回顾和分析的基础上，认为汽车服务企业（4S店）顾客忠诚度是认知、情感、意向和行为忠诚之间的权衡。本文使用问卷调查法，以汽车用户为样本，经过大样本调查，对4类顾客忠诚度进行调查，通过对数据的收集，样本的描述和分析，得出相关数据，从调查数据结果中得出4类顾客忠诚度的关系，并建立其模型，论文最后结合理论解释和问卷调查研究成果，对汽车服务企业（4S店）提出了提升顾客忠诚度的有效策略。 关键词：汽车服务企业（4s店） 顾客忠诚度 问卷调查 顾客体验管理 ABSTRACT：With the automobile market to further mature and perfect, many automobile service enterprises (4S shop) are realized by single car sales profits to maintain the development of enterprises profits era has passed, now, enterprises want to survive in the fierce competition, only by constantly improving the system of auto sales and customer service service the focus on customer experience management, to continuously improve customer loyalty, and how to improve and enhance a car service company (4S shop) the customer loyalty is the main purpose of this study, this paper analyzes the automobile service company (4S shop) the development of the status quo, and in combination with the automobile service enterprise customer base (4S shop) loyalty research results review and analysis, that the automobile service company (4S shop) customer loyalty is the cognition, emotion and intention and behavior loyalty Trade-off between. The investigation method of the questionnaire, to car users as the sample, after a large sample survey, on 4 kinds of customer loyalty were investigated, through the data collection, description and analysis of the sample that relevant data, four kinds of customer loyalty relationship is obtained from the results of survey data, and establish its model. Finally, according to the theoretical explanation and questionnaire research, put forward the effective strategy of customer loyalty of auto service in