【摘要】：隨著當(dāng)今世界經(jīng)濟(jì)的迅速發(fā)展,在中國消費(fèi)者眼中,汽車從可望而不可即的高端消費(fèi)品轉(zhuǎn)變?yōu)橐话阆M(fèi)品。我國在汽車生產(chǎn)和銷售方面已成為全球第一。汽車4S店在中國的規(guī)模不斷擴(kuò)大,是因為它有著獨(dú)特的經(jīng)營、銷售和服務(wù)終端一體化的優(yōu)勢,但當(dāng)其在尋求利潤的過程中,服務(wù)質(zhì)量卻被落在了發(fā)展的汽車工業(yè)和蓬勃的經(jīng)濟(jì)市場的后面。維系好顧客關(guān)系成為汽車4S店未來可持續(xù)發(fā)展的關(guān)鍵,而它的一個必要條件就是提供優(yōu)異的服務(wù)質(zhì)量。因此,本文所設(shè)計研究的內(nèi)容對汽車4S店未來的可持續(xù)發(fā)展提供了理論基礎(chǔ)并具有重要的實踐意義。本文根據(jù)CroninTylor(克羅寧和泰勒)提出的SERVPERF服務(wù)質(zhì)量量表并結(jié)合了我國汽車4S店的目前的經(jīng)營、生產(chǎn)和銷售情況,用有形性、可靠性、反應(yīng)性、保證性和移情性五個維度表示汽車4S店服務(wù)質(zhì)量并設(shè)計相關(guān)調(diào)查問卷。然后,采取隨機(jī)抽樣的方式對沈陽市內(nèi)北二路上中低檔品牌汽車4S店內(nèi)的顧客進(jìn)行了問卷調(diào)查的發(fā)放和回收。通過問卷預(yù)測試調(diào)查后,形成了正式測試的調(diào)查問卷。本次研究最終發(fā)放問卷300份,256份問卷已回收,85%的回收率,26份不符合調(diào)研條件的問卷被排除,最后確定問卷的有效樣本量為230份,經(jīng)統(tǒng)計,有效率為76%。通過回歸分析,分析所收集的數(shù)據(jù),汽車4S店服務(wù)質(zhì)量的“有形性”維度對顧客關(guān)系維系是不顯著的,而它與顧客關(guān)系維系的相關(guān)分析中則為正向相關(guān),其他四個維度則對顧客關(guān)系維系具有顯著影響,影響排序為“反應(yīng)性”、“移情性”、“可靠性”、“保證性”。最后,憑據(jù)實證調(diào)研所得結(jié)論,提出了改進(jìn)汽車4S店服務(wù)質(zhì)量的具體策略,以便維系好顧客關(guān)系,希望對汽車4S店管理者提高銷售利潤、開展市場營銷活動有所啟示。
[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.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.471

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