【摘要】：客戶滿意度的高低代表了整個(gè)企業(yè)的運(yùn)營(yíng)管理水平，它是全員參與程度的結(jié)果。滿意度的提高要求企業(yè)的工作理念和所有業(yè)務(wù)流程的設(shè)計(jì)必須以用戶期望為中心，包括內(nèi)部用戶和外部用戶，處處為用戶著想，從各個(gè)細(xì)節(jié)持續(xù)不斷的進(jìn)行工作完善。追求客戶滿意，建立忠誠(chéng)客戶是4S店生存、發(fā)展的永久主題。 本文論述了汽車4S店客戶滿意度的管理和提升策略，共包括五章：第一章緒論。論述了從滿意度的基本概念和客戶滿意度的研究方法。第二章我國(guó)家用車輛客戶滿意度現(xiàn)狀。論述了滿意度現(xiàn)狀和存在的普遍問題，以及影響4S店客戶滿意度的因素分析。第三章客戶滿意度調(diào)查方法演變與一汽大眾4S店CSS調(diào)查問卷分析。詳細(xì)分析了一汽大眾4S店銷售、售后服務(wù)CSS調(diào)研問卷涉及的各個(gè)關(guān)鍵MOT點(diǎn)，對(duì)各MOT點(diǎn)進(jìn)行了解讀，提出了4S店做好各MOT點(diǎn)應(yīng)提供的硬件支持與軟件支持內(nèi)容。第四章滿意度提升策略。通過一汽大眾（石家莊）某4S店2013年1-9月份售后服務(wù)CSS調(diào)查結(jié)果，舉例探討了如何找出4S店客戶滿意度問題MOT點(diǎn)，如何利用人員、硬件、流程、管理四要素法，結(jié)合魚骨圖分析問題MOT點(diǎn)的產(chǎn)生原因，遵循SMART原則制定改進(jìn)措施表和執(zhí)行、跟蹤控制方面應(yīng)注意的內(nèi)容。探討了客戶滿意度提升工作中，人員層面如何改進(jìn)和管理層面如何改進(jìn)，詳細(xì)論述了客戶滿意與客戶忠誠(chéng)的關(guān)系和建立客戶忠誠(chéng)的五要素，指出了忠誠(chéng)客戶對(duì)4S店的重要價(jià)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.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.471

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