汽车4S店服务质量对顾客关系维系的影响研究
发布时间：2018-12-18 15:41
【摘要】：随着当今世界经济的迅速发展,在中国消费者眼中,汽车从可望而不可即的高端消费品转变为一般消费品。我国在汽车生产和销售方面已成为全球第一。汽车4S店在中国的规模不断扩大,是因为它有着独特的经营、销售和服务终端一体化的优势,但当其在寻求利润的过程中,服务质量却被落在了发展的汽车工业和蓬勃的经济市场的后面。维系好顾客关系成为汽车4S店未来可持续发展的关键,而它的一个必要条件就是提供优异的服务质量。因此,本文所设计研究的内容对汽车4S店未来的可持续发展提供了理论基础并具有重要的实践意义。本文根据CroninTylor(克罗宁和泰勒)提出的SERVPERF服务质量量表并结合了我国汽车4S店的目前的经营、生产和销售情况,用有形性、可靠性、反应性、保证性和移情性五个维度表示汽车4S店服务质量并设计相关调查问卷。然后,采取随机抽样的方式对沈阳市内北二路上中低档品牌汽车4S店内的顾客进行了问卷调查的发放和回收。通过问卷预测试调查后,形成了正式测试的调查问卷。本次研究最终发放问卷300份,256份问卷已回收,85%的回收率,26份不符合调研条件的问卷被排除,最后确定问卷的有效样本量为230份,经统计,有效率为76%。通过回归分析,分析所收集的数据,汽车4S店服务质量的“有形性”维度对顾客关系维系是不显著的,而它与顾客关系维系的相关分析中则为正向相关,其他四个维度则对顾客关系维系具有显著影响,影响排序为“反应性”、“移情性”、“可靠性”、“保证性”。最后,凭据实证调研所得结论,提出了改进汽车4S店服务质量的具体策略,以便维系好顾客关系,希望对汽车4S店管理者提高销售利润、开展市场营销活动有所启示。
[Abstract]:With the rapid development of the world economy, in the eyes of Chinese consumers, the automobile has changed from the high end consumer goods to the average consumer goods. China has become the first in the world in automobile production and sales. The car 4S store is growing in size in China because of its unique advantages of integration of operating, sales and service terminals, but as it seeks to make a profit, Service quality is lagging behind the growing auto industry and booming economic markets. To maintain a good customer relationship is the key to the future sustainable development of 4S store, and one of its necessary conditions is to provide excellent service quality. Therefore, the content of this paper provides a theoretical basis for the future sustainable development of automobile 4S store and has important practical significance. According to the SERVPERF service quality scale proposed by CroninTylor (Cronin and Taylor) and combined with the current operation, production and sales of 4S stores in China, this paper uses tangible, reliability, reactivity, The five dimensions of assurance and empathy represent the service quality of automobile 4S store and design the related questionnaire. Then, random sampling was adopted to distribute and recycle the customers in 4S store of the middle and low grade brand car on Beier Road in Shenyang City. The formal test questionnaire was formed after the questionnaire forecast test. In this study, 300 questionnaires were sent out, 256 questionnaires were collected, the recovery rate was 85%, 26 questionnaires that did not meet the investigation conditions were excluded, and 230 valid samples were determined. The effective rate was 76.6%. Through regression analysis, the data collected show that the "tangible" dimension of service quality of automobile 4S store is not significant to customer relationship maintenance, but it is positively related to customer relationship maintenance in the correlation analysis. The other four dimensions have significant influence on customer relationship maintenance, and the order of influence is "reactivity", "empathy", "reliability" and "assurance". Finally, according to the conclusions of empirical research, the paper puts forward some specific strategies to improve the service quality of automobile 4S stores in order to maintain good customer relationship, hoping to enlighten the automobile 4S store managers to increase their sales profits and carry out marketing activities.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471
本文编号：2386064
[Abstract]:With the rapid development of the world economy, in the eyes of Chinese consumers, the automobile has changed from the high end consumer goods to the average consumer goods. China has become the first in the world in automobile production and sales. The car 4S store is growing in size in China because of its unique advantages of integration of operating, sales and service terminals, but as it seeks to make a profit, Service quality is lagging behind the growing auto industry and booming economic markets. To maintain a good customer relationship is the key to the future sustainable development of 4S store, and one of its necessary conditions is to provide excellent service quality. Therefore, the content of this paper provides a theoretical basis for the future sustainable development of automobile 4S store and has important practical significance. According to the SERVPERF service quality scale proposed by CroninTylor (Cronin and Taylor) and combined with the current operation, production and sales of 4S stores in China, this paper uses tangible, reliability, reactivity, The five dimensions of assurance and empathy represent the service quality of automobile 4S store and design the related questionnaire. Then, random sampling was adopted to distribute and recycle the customers in 4S store of the middle and low grade brand car on Beier Road in Shenyang City. The formal test questionnaire was formed after the questionnaire forecast test. In this study, 300 questionnaires were sent out, 256 questionnaires were collected, the recovery rate was 85%, 26 questionnaires that did not meet the investigation conditions were excluded, and 230 valid samples were determined. The effective rate was 76.6%. Through regression analysis, the data collected show that the "tangible" dimension of service quality of automobile 4S store is not significant to customer relationship maintenance, but it is positively related to customer relationship maintenance in the correlation analysis. The other four dimensions have significant influence on customer relationship maintenance, and the order of influence is "reactivity", "empathy", "reliability" and "assurance". Finally, according to the conclusions of empirical research, the paper puts forward some specific strategies to improve the service quality of automobile 4S stores in order to maintain good customer relationship, hoping to enlighten the automobile 4S store managers to increase their sales profits and carry out marketing activities.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471
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