基于文本挖掘的比亚迪纯电动汽车销售服务质量评价研究

Research on the Evaluation of Sales Service Quality of BYD Pure Electric Vehicles Based on Text Mining

近年来,随着我国纯电动汽车产销量的快速增长,其销售服务质量愈发受到社会的关注和热议。本文以国产纯电动汽车销售服务质量在线评价数据为基础,采用文本挖掘技术和问卷调查法,构建出国产纯电动汽车销售服务质量评价体系,从年份和地域两个维度对比亚迪的销售服务质量展开实证研究。结果显示,服务流程、保养维修服务和配件更换服务的服务质量水平在地域上差异较大。在年份维度上,比亚迪销售服务质量水平随时间呈现波动上升,收费服务、保养维修服务和配件更换服务是影响销售服务质量评分下降的关键服务类别;保养维修服务、服务流程和售后承诺是影响销售服务质量评分上升的关键服务类别。

In recent years, with the rapid growth of China’s production and sales of pure electric vehicles, the sales service quality has attracted more and more attention and discussion from society. Based on the online evaluation data of sales service quality of domestic pure electric vehicles, this paper uses text mining technology and questionnaire survey methods to construct an evaluation system for sales service quality of domestic pure electric vehicles. Empirical research is conducted on the sales service quality of BYD from two dimensions: Year and region. The results show that there are significant differences in the service quality levels of service processes, maintenance and repair services, and parts replacement services in different regions. In terms of the year dimension, the sales service quality level of BYD shows a fluctuating upward trend over time, and charging services, maintenance and repair services, and parts replacement services are key service categories that affect the decrease in sales service quality scores;maintenance and repair services, service processes, and after-sales promises are key service categories that affect the increase of sales service quality scores.