汽车运用专业毕业论文浅析客户满意度策略.doc

PAGE II 摘　要 汽车保有量的迅速增加促使汽车售后市场迅猛发展，为了提高竞争力，很多经销商都意识到提高客户满意度的重要性。与此同时人们对汽车售后服务的要求也越来越高，近年来对汽车服务质量的投诉也是逐年上升，汽车市场的竞争已从两年前的销售市场转向服务市场。由于自由竞争的要求，垄断受到了法律和道德上的约束，企业能够保持垄断的条件也越来越苛刻，面临来自产业内同行和新兴替代品的威胁只是时间问题。客户满意度最终仍然是决定客户忠诚度的重要因素。 企业因为进入三个误区，而把客户满意度与客户忠诚度简单地等同起来。而实际观察的结果是，只有客户达到完全满意，才能保证客户忠诚度的稳定。本文通过分析三个误区的特点，以及深入分析客户满意度在不同竞争环境中的作用，对如何通过客户满意度管理来提高客户忠诚度的战略进行了剖析。4S店是集汽车销售、维修、配件和信息服务为一体的销售店。4S店模式这几年在国内发展极为迅速。汽车行业的4S店就是 汽车厂家为了满足客户在服务方面的需求而推出的一种业务模式。4S店的核心含义是“汽车终身服务解决方案”。随着人们生活水平的提高，人们对服务的理解也更深刻，对服务质量要求也越高，现行的4s店服务模式很多都达不到客户的期望值，针对这一问题结合实际提高客户满意度势在必行。 关 键 词：竞争，客户满意度，客户忠诚度，误区，对策 ABSTRACT The rapid increase in car ownership prompted the rapid development of the automotive aftermarket, in order to improve competitiveness, many dealers are aware of the importance of improving customer satisfaction. At the same time car service requirements of people have become more sophisticated in recent years, complaints on the quality of automotive service is increasing year by year, the competition from the automobile market, sales market two years ago to service the market. Since the requirements of free competition, the monopoly by the legal and moral constraints, enterprises can maintain a monopoly conditions are more harsh, face from peers within the industry and emerging threat of substitutes is only a matter of time. Customer satisfaction is the ultimate decision is still an important factor in customer loyalty. Three errors into the business because, while the customer satisfaction and customer loyalty simply equate. The results of actual observation is that only clients to achieve complete satisfaction, customer loyalty to ensure stability. This paper analyzes the characteristics of three errors, and in-depth analysis of customer satisfaction in the role of different competitive environment, on how to improve customer satisfaction, customer loyalty management strategy for the analysis. 4S shop is a car sales, maintenance, spare parts and information services as one of the sales s