XX汽车销售公司客户忠诚度研究

发布时间：2018-01-13 11:00

本文关键词：XX汽车销售公司客户忠诚度研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：面对竞争越来越激烈的汽车市场，产品和技术、价格优势通常不能维持很久，因此整个汽车业在经历了价格战和产品质量及技术创新竞争的阶段后，汽车服务成为竞争的有利武器，成为汽车企业争取差异化优势的源泉。现在越来越多的汽车企业开始重视服务，在不断的探索和经验积累的过程中，树立全员性、全过程的服务理念，以服务营销理论为指导思想，提升用户忠诚度与满意度。汽车服务业现在已经不仅仅停留在传统意义上的汽车销售和售后服务两个方面。 XX汽车销售公司经过多年的发展，已培育了数量高达30万人的忠诚客户团体，在区域市场拥有一定的影响力。在XX汽车销售公司为客户提供服务的过程中，难免会出现客户流失、客户忠诚度及满意度不高的情况，如果公司不对此现象加以重视和改进，不仅会影响业界的口碑，就连现有客户也可能流失。怎样建立一套完善的服务体系来挽留现有客户，现在大多的研究多数属于理论研究，缺乏与实践相结合的可操作性体系。本文通过对XX汽车销售公司客户忠诚度调研分析和总结，以汽车售前、售中、售后作为研究平台，选取汽车销售服务中的一个重要组成部分----客户忠诚度研究对象，从客户满意、客户价值、关系信任三方面对客户忠诚进行调研分析，并进一步探索汽车销售服务行业在增强客户忠诚度和满意度的策略，这对于汽车销售产业更好地实践客户服务具有一定的指导价值。
[Abstract]:In the face of increasingly competitive automobile market, products and technology, the price advantage can not be maintained for a long time, so the whole automobile industry has experienced the stage of price war and product quality and technological innovation competition. Automobile service has become a favorable weapon for competition and a source for automotive enterprises to strive for the advantage of differentiation. Now more and more automobile enterprises begin to attach importance to service in the process of continuous exploration and accumulation of experience. Set up the whole staff, the whole process of the concept of service, service marketing theory as the guiding ideology. Improving customer loyalty and satisfaction. Automobile service industry is now not only in the traditional sense of automotive sales and after-sales service two aspects. After years of development, XX Automobile sales Company has cultivated a number of loyal customer groups of up to 300,000 people. In the process of providing service to customers in XX Automobile sales Company, it is inevitable that customers will lose, customer loyalty and satisfaction will not be high. If the company does not pay attention to this phenomenon and improve, not only will affect the reputation of the industry, even existing customers may lose. How to establish a set of perfect service system to retain existing customers. At present, most of the studies belong to theoretical research, and lack of operational system combined with practice. Through the investigation and analysis of customer loyalty of XX Automobile sales Company, this paper takes the pre-sale, in-sale and after-sale as the research platform. Select an important component of automobile sales service-customer loyalty research object, from customer satisfaction, customer value, relationship trust three aspects of customer loyalty investigation and analysis. And further explore the auto sales service industry in enhancing customer loyalty and satisfaction strategy, which has a certain guiding value for the automobile sales industry to better practice customer service.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【共引文献】