郑州别克汽车售后服务顾客满意度实证研究摘要:随着经济的发展，人们的生活水平不断提高，消费的需求也不断上升，越来越多的国外的私家汽车进入了了中国市场，汽车产业高速发展，为人们的生活水平提供了便利。汽车，尤其是高档汽车，不仅是一种交通工具，更成为一种身份的象征，成为人们生活中不可缺少的一部分。汽车市场日渐成熟的同时,汽车消费也日趋理性。产品质量与售后服务等因素将直接影响人们的选择意向。在激烈的市场竞争环境下，要想获得更多优势，售后服务至关重要，所以有必要进行顾客满意度分析研究，来提高企业的竞争力。本文首先回顾以往顾客满意度的研究成果，结合顾客满意度的基本理论与郑州别克4S店汽车售后的基本情况，构建郑州别克4S店汽车售后服务逻辑模型，建立顾客满意度指数测评体系。进行问卷调查，对数据进行分析，得出满意度水平，找出存在的问题，提出改进建议。关键词：别克，4S店，售后服务，满意度，层次分析法TheStudyofBUICKServiceSatisfactioninZhengzhouAbstract:Withtheeconomicdevelopment,people'slivingstandardsandconsumerdemandsarerising.MoreandmoreforeignprivatecarsarecomingintotheChinesemarket,therapiddevelopmentofautomobileindustrymakethestandardoflivingforpeoplemorecomfortable.Cars,especiallyluxurycars,arenotonlyameansoftransport,butalsoasastatussymbol,becomeanindispensablepartoflife.Whilethegrowingmaturityofautomarket,autoconsumershavebecomeincreasinglyrational.Productqualityandafter-salesserviceandotherfactorswilldirectlyinfluencepeople'schoiceintentions.Intheintensemarketcompetition,inordertogetmoreadvantages,essentialserviceisveryimportant,soitisnecessaryforconductcustomersatisfactionanalysis,toimprovethecompetitivenessofenterprises.Thispaperreviewstheresultsofpreviousstudiesofcustomersatisfaction,then,customersatisfactioncombinedwiththebasictheoryandautomotiveaftermarketBuick4SstorebasicinformationinZhengzhou,itbuiltBuick4SstoreservicelogicmodelinZhengzhouandaCustomerSatisfactionIndexSystem.Finally,aquestionnairesurveyisconducted,basedontheanalysisofthedataandsatisfactionlevels,thepaperidentifiedproblems,andmakerecommendationsforimprovement.Keywords：Buick,4Sshop,afterservice,satisfaction,AHP目录摘要................................................................IABSTRACT...........................................................II1绪论..............................................................11.1选题背景及意义................................................11.1.1选题背景..................................................11.1.2选题意义..................................................21.2国内外研究现状................................................21.2.1国外研究现状..............................................21.2.2国内研究情况...............................................41.3研究的技术内容与主要路线......................................52理论概述..........................................................72.1顾客满意度的基本理论..........................................72.1.1顾客满意度的定义..........................................72.1.2顾客满意度的基本特征......................................82.2顾客满意度模型................................................92.2.1期望未确定模型............................................92.2.2质量三度模型..............................................92.2.3综合性顾客满意度模型.....................................102.3顾客满意度测量模型...........................................112.3.1SCSB.....................................................112.3.2ACSI...........
