证据推理构架下4S店售后服务的顾客满意度测评研究

发布时间：2018-07-05 18:12

本文选题：售后服务 + 顾客满意度　；参考：《电子科技大学》2013年硕士论文

【摘要】：2001年11月，我国正式加入世贸组织，为我国经济的发展提供了更多机会并且注入了更强劲的动力，此间我国的汽车产业也经历了从无到有的过程。汽车服务业从单纯的整车销售发展到销售加维修的模式，再到如今的“4S店”经营模式，汽车服务也越渐完善，而汽车售后服务也由最初的不被关注，逐渐发展成为4S店运营的重点，汽车经销商的利润已从传统的整车销售转移到售后服务中。回望4S店走过的十多年历程，售后服务以其占25%的收入贡献了44%的利润，据此4S店售后服务研究也越来越受到重视。对4S店的售后服务进行顾客满意度的研究有两方面的意义：（1）有助于4S店提升服务质量，进一步确定满意度提升的策略；（2）有助于增强顾客对4S店的信任度，进一步增强顾客对4S店的黏性。然而，在进行满意度调查时常会出现顾客对测评项“不清楚”、“不确定”的情况，这样会影响最终调查结果的准确性，且也不能明确区分出这些不确定性信息所占的比重。本文引入证据推理这一方法，利用信息集结处理的优势，能够有效地对不确定性的信息进行归一、处理，从而使得最终的调查结果能更加准确。本文在总结相关文献的基础上，，结合4S店售后服务的自身特点，建立了4S店售后服务的满意度测评指标体系，构建了证据推理框架下的测评模型，并进行了实证研究，运用集成证据推理算法的IDS软件对收集的数据进行分析，包括属性层次的构建、确定基本概率分配以及信任函数，最终得到成都地区4S店的顾客满意度调查结果，并将其与最新的官方调查进行比对，证明了本文构建的模型、选取的研究工具是科学有效的。
[Abstract]:In November 2001, China formally joined the WTO, which provided more opportunities for the development of China's economy and injected more powerful power. The automobile industry in China has also experienced a process from scratch to existence. The automobile service industry has developed from a pure car sales model to a sales plus maintenance mode, and then to the "4S store" business model today, the automobile service has become more and more perfect, and the automobile after-sales service has also been neglected from the beginning. It has gradually developed into the focus of 4S store operation, and the profit of automobile dealers has been transferred from traditional vehicle sales to after-sales service. Looking back at the more than ten years' history of 4S store, the after-sales service contributes 44% of the profit with its income of 25%, so the research of 4S store after-sales service is paid more and more attention. The research on customer satisfaction of 4S shop has two meanings: (1) it can help 4S store to improve service quality and determine the strategy of improving satisfaction; (2) it can help to enhance customer's trust in 4S store. Further enhance the customer's viscosity to the 4S store. However, there are often "unclear" and "uncertain" situations in conducting satisfaction surveys, which will affect the accuracy of the final survey results and can not clearly distinguish the proportion of the uncertain information. This paper introduces the method of evidential reasoning and makes use of the advantages of information aggregation to effectively normalize and process uncertain information so as to make the final investigation results more accurate. On the basis of summarizing the relevant literature and combining the characteristics of 4S shop after-sales service, this paper establishes the satisfaction evaluation index system of 4S store after-sales service, constructs the evaluation model under the framework of evidential reasoning, and carries on the empirical research. The data collected are analyzed by using the IDS software of integrated evidence reasoning algorithm, including the construction of attribute level, the determination of basic probability distribution and trust function, and finally the result of customer satisfaction survey of 4S shop in Chengdu area. By comparing it with the latest official investigation, it is proved that the model constructed in this paper is scientific and effective.
【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

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