国内汽车售后服务顾客满意度研究

Research on Domestic Automobile After-sales Service Customer Satisfaction

在汽车消费大众化时代,售后服务成为汽车企业竞争的核心手段。汽车售后服务顾客满意是指顾客对售后服务的感知效果与他们的期望所形成的感觉状态,其顾客满意度则是对顾客满意的定量表达。当前汽车售后服务顾客满意存在着以下问题:重承诺、轻实施,服务标准的制定与顾客的实际需求不相一致,伦理道德问题,不重视顾客投诉。要解决这些问题,提高汽车售后服务顾客满意度,必须做到以下几点:正确认识提高汽车售后服务顾客满意度的重要性,改善企业有形展示和开展顾客期望管理。

In the era of popularization of automobile consumption,after-sales service has become the core means of the automobile enterprise competition.Auto after-sales service customer satisfaction refers to the effect of customer perception of service and their expectations formed by the state,the customer satisfaction is the quantitative expression of the customer satisfaction.The current auto after-sales service customer satisfaction exist the following problems： commitment,implementation,service standards do not consistent with the actual needs of customers,ethical questions,do not take the customer complaints.To solve these problems,improve the auto after-sales service customer satisfaction,must do the following： correct understanding of the importance of improve the automobile after-sales service customer satisfaction,improve enterprise tangible demonstration and conduct customer expectation management.