汽车销售顾客满意度研究

发布时间：2018-05-24 15:43

本文选题：满意度 + 择优比较　；参考：《首都经济贸易大学》2013年硕士论文

【摘要】：自上世纪90年代以来，我国的汽车工业一直是稳中发展，至2002年，中国入世，我国汽车工业可谓开启了崭新的篇章。伴随着我国经济体制改革的不断深入，越来越多的国际知名汽车厂商纷纷瞄准中国市场。在繁荣的汽车市场中，厂商间除了硬件实力的较量以外，包括汽车销售顾客满意度在内的汽车销售过程中的软实力也逐渐被厂商所重视。厂商们纷纷期望通过对汽车销售顾客满意度的改善逐渐在我国汽车销售市场中占有领先地位。本文通过文献综述法对国内外客户满意度理论进行综合梳理，在此基础上，重点围绕汽车销售顾客满意度的评测体系，评测方法进行相关的满意度研究。以期对该领域的相关研究予以改进，完善。在指标体系研究中，着重介绍在相应满意度研究步骤下，我国在汽车销售顾客满意度研究方面所建立的相应指标体系，通过比较不同汽车市场研究机构在汽车销售顾客满意度方面所建立的不同指标体系，提出相应的观点，并基于确定的指标体系构建原则构建本文的汽车销售顾客满意度指标体系。在指标权重研究中，回顾比较了现有的几类指标权重确定方法，并详述了现有汽车销售顾客满意度领域的指标权重计算方法，针对权重的准确性、合理性、等问题提出了相应的看法，最终按照择优比较法确定了指标体系中的各指标权重。在满意度计算研究中，回顾整理了各类满意度计算的方法，阐述了传统汽车销售顾客满意度中满意度的计算方法。此外还引用并具体介绍了模糊综合评价法，指出其在汽车销售顾客满意度研究领域中的可推广性，在满意度计算和结果呈现方面较其他方法的优势，并且详述了该方法的计算过程。最后依据上述研究，结合所收集到的汽车销售顾客满意度相关数据，评价了某汽车品牌2007年销售顾客满意度的情况，该章是对模糊综合评价法具体应用的实证分析，旨在检验该方法在实际应用中的可操作性与合理性，以及较传统定量分析的优势。最终得出结论和对汽车销售顾客满意度研究的展望。
[Abstract]:Since the 1990s, China's automobile industry has been developing steadily. In 2002, China's automobile industry has opened a new chapter. With the deepening of China's economic system reform, more and more international famous automobile manufacturers aim at the Chinese market. In the booming automobile market, in addition to the competition of hardware strength, the soft power in the process of automobile sales, including the customer satisfaction of automobile sales, has gradually been attached importance to by manufacturers. Manufacturers hope to improve the customer satisfaction of auto sales and gradually occupy a leading position in China's auto sales market. In this paper, the theory of customer satisfaction at home and abroad is comprehensively combed by literature review method. On this basis, the evaluation system and evaluation method of customer satisfaction of automobile sales are studied. In order to improve the relevant research in this field. In the research of the index system, the paper emphatically introduces the corresponding index system of the research on the customer satisfaction of automobile sales in our country under the corresponding satisfaction research steps. By comparing the different index systems established by different automobile market research institutions in the aspect of automobile sales customer satisfaction, this paper puts forward the corresponding viewpoints. Based on the established index system construction principle, this paper constructs the auto sales customer satisfaction index system. In the study of index weight, this paper reviews and compares several existing methods for determining index weights, and details the existing methods for calculating index weights in the field of customer satisfaction of automobile sales, aiming at the accuracy and reasonableness of weights. Finally, the index weights in the index system are determined according to the optimal comparison method. In the research of satisfaction degree calculation, this paper reviews and arranges all kinds of satisfaction calculation methods, and expounds the calculation method of traditional automobile sales customer satisfaction degree. In addition, the fuzzy comprehensive evaluation method is cited and introduced in detail, and its extensibility in the research field of automobile sales customer satisfaction is pointed out, and the advantages of other methods in the calculation of satisfaction and the presentation of results are pointed out. The calculation process of the method is described in detail. Finally, according to the above research, combined with the relevant data of automobile sales customer satisfaction, the paper evaluates the sales customer satisfaction of a certain automobile brand in 2007. This chapter is an empirical analysis of the specific application of fuzzy comprehensive evaluation method. The purpose of this paper is to test the feasibility and rationality of this method in practical application, as well as its advantages over traditional quantitative analysis. Finally, the conclusion is drawn and the prospect of the research on the customer satisfaction of automobile sales is given.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F224;F426.471;F274

【参考文献】