汽车4S店客户满意度的管理与提升
发布时间：2019-05-11 22:05
【摘要】：客户满意度的高低代表了整个企业的运营管理水平，它是全员参与程度的结果。满意度的提高要求企业的工作理念和所有业务流程的设计必须以用户期望为中心，包括内部用户和外部用户，处处为用户着想，从各个细节持续不断的进行工作完善。追求客户满意，建立忠诚客户是4S店生存、发展的永久主题。 本文论述了汽车4S店客户满意度的管理和提升策略，共包括五章：第一章绪论。论述了从满意度的基本概念和客户满意度的研究方法。第二章我国家用车辆客户满意度现状。论述了满意度现状和存在的普遍问题，以及影响4S店客户满意度的因素分析。第三章客户满意度调查方法演变与一汽大众4S店CSS调查问卷分析。详细分析了一汽大众4S店销售、售后服务CSS调研问卷涉及的各个关键MOT点，对各MOT点进行了解读，提出了4S店做好各MOT点应提供的硬件支持与软件支持内容。第四章满意度提升策略。通过一汽大众（石家庄）某4S店2013年1-9月份售后服务CSS调查结果，举例探讨了如何找出4S店客户满意度问题MOT点，如何利用人员、硬件、流程、管理四要素法，结合鱼骨图分析问题MOT点的产生原因，遵循SMART原则制定改进措施表和执行、跟踪控制方面应注意的内容。探讨了客户满意度提升工作中，人员层面如何改进和管理层面如何改进，详细论述了客户满意与客户忠诚的关系和建立客户忠诚的五要素，指出了忠诚客户对4S店的重要价值。
[Abstract]:The level of customer satisfaction represents the level of operation and management of the whole enterprise, which is the result of the degree of participation of the whole staff. The improvement of satisfaction requires that the work concept of the enterprise and the design of all business processes must be centered on the expectations of users, including internal users and external users, everywhere for the sake of users, from all details of the continuous work to improve. The pursuit of customer satisfaction and the establishment of loyal customers is the permanent theme of 4S store survival and development. This paper discusses the management and promotion strategy of customer satisfaction in automobile 4S store, which includes five chapters: the first chapter is the introduction. This paper discusses the basic concept of satisfaction and the research methods of customer satisfaction. The second chapter is the present situation of customer satisfaction of household vehicles in China. This paper discusses the present situation and existing problems of satisfaction, and analyzes the factors that affect the customer satisfaction of 4S store. The third chapter is the evolution of customer satisfaction survey method and the analysis of CSS questionnaire in FAW Volkswagen 4S store. This paper analyzes in detail the key MOT points involved in FAW Volkswagen 4S store sales and after-sales service CSS questionnaire, interprets each MOT point, and puts forward the hardware support and software support content that each MOT point should provide in 4S store. The fourth chapter is the strategy of improving satisfaction. Based on the results of CSS survey of after-sales service for a 4S store in FAW Volkswagen (Shijiazhuang) from January to September 2013, this paper discusses how to find out the MOT point of customer satisfaction in 4S store, how to use the four elements of personnel, hardware, process and management. Combined with fish bone diagram, the causes of MOT points are analyzed, and the improvement measures table and implementation are worked out according to SMART principle, and the contents that should be paid attention to in tracking control are drawn up. This paper probes into how to improve the personnel level and the management level in the improvement of customer satisfaction, discusses in detail the relationship between customer satisfaction and customer loyalty and the five elements of establishing customer loyalty, and points out the important value of loyal customers to 4S store.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
[Abstract]:The level of customer satisfaction represents the level of operation and management of the whole enterprise, which is the result of the degree of participation of the whole staff. The improvement of satisfaction requires that the work concept of the enterprise and the design of all business processes must be centered on the expectations of users, including internal users and external users, everywhere for the sake of users, from all details of the continuous work to improve. The pursuit of customer satisfaction and the establishment of loyal customers is the permanent theme of 4S store survival and development. This paper discusses the management and promotion strategy of customer satisfaction in automobile 4S store, which includes five chapters: the first chapter is the introduction. This paper discusses the basic concept of satisfaction and the research methods of customer satisfaction. The second chapter is the present situation of customer satisfaction of household vehicles in China. This paper discusses the present situation and existing problems of satisfaction, and analyzes the factors that affect the customer satisfaction of 4S store. The third chapter is the evolution of customer satisfaction survey method and the analysis of CSS questionnaire in FAW Volkswagen 4S store. This paper analyzes in detail the key MOT points involved in FAW Volkswagen 4S store sales and after-sales service CSS questionnaire, interprets each MOT point, and puts forward the hardware support and software support content that each MOT point should provide in 4S store. The fourth chapter is the strategy of improving satisfaction. Based on the results of CSS survey of after-sales service for a 4S store in FAW Volkswagen (Shijiazhuang) from January to September 2013, this paper discusses how to find out the MOT point of customer satisfaction in 4S store, how to use the four elements of personnel, hardware, process and management. Combined with fish bone diagram, the causes of MOT points are analyzed, and the improvement measures table and implementation are worked out according to SMART principle, and the contents that should be paid attention to in tracking control are drawn up. This paper probes into how to improve the personnel level and the management level in the improvement of customer satisfaction, discusses in detail the relationship between customer satisfaction and customer loyalty and the five elements of establishing customer loyalty, and points out the important value of loyal customers to 4S store.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
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