本文選題：售后服務 + 顧客滿意度��； 參考：《電子科技大學》2013年碩士論文

【摘要】：2001年11月，我國正式加入世貿(mào)組織，為我國經(jīng)濟的發(fā)展提供了更多機會并且注入了更強勁的動力，此間我國的汽車產(chǎn)業(yè)也經(jīng)歷了從無到有的過程。汽車服務業(yè)從單純的整車銷售發(fā)展到銷售加維修的模式，再到如今的“4S店”經(jīng)營模式，汽車服務也越漸完善，而汽車售后服務也由最初的不被關(guān)注，逐漸發(fā)展成為4S店運營的重點，汽車經(jīng)銷商的利潤已從傳統(tǒng)的整車銷售轉(zhuǎn)移到售后服務中�；赝�4S店走過的十多年歷程，售后服務以其占25%的收入貢獻了44%的利潤，據(jù)此4S店售后服務研究也越來越受到重視。 對4S店的售后服務進行顧客滿意度的研究有兩方面的意義：（1）有助于4S店提升服務質(zhì)量，進一步確定滿意度提升的策略；（2）有助于增強顧客對4S店的信任度，進一步增強顧客對4S店的黏性。然而，在進行滿意度調(diào)查時常會出現(xiàn)顧客對測評項“不清楚”、“不確定”的情況，這樣會影響最終調(diào)查結(jié)果的準確性，且也不能明確區(qū)分出這些不確定性信息所占的比重。本文引入證據(jù)推理這一方法，利用信息集結(jié)處理的優(yōu)勢，能夠有效地對不確定性的信息進行歸一、處理，從而使得最終的調(diào)查結(jié)果能更加準確。 本文在總結(jié)相關(guān)文獻的基礎(chǔ)上，，結(jié)合4S店售后服務的自身特點，建立了4S店售后服務的滿意度測評指標體系，構(gòu)建了證據(jù)推理框架下的測評模型，并進行了實證研究，運用集成證據(jù)推理算法的IDS軟件對收集的數(shù)據(jù)進行分析，包括屬性層次的構(gòu)建、確定基本概率分配以及信任函數(shù)，最終得到成都地區(qū)4S店的顧客滿意度調(diào)查結(jié)果，并將其與最新的官方調(diào)查進行比對，證明了本文構(gòu)建的模型、選取的研究工具是科學有效的。
[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.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.471

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本文編號：2101231