（售后服务）郑州别克汽 车售后服务顾客满意度实 证研究 郑州别克汽车售后服务顾客满意度实证研究 摘要: 随着经济的发展，人们的生活水平不断提高，消费的需求也不断上升， 越来越多的国外的私家汽车进入了了中国市场，汽车产业高速发展，为人们的 生活水平提供了便利。汽车，尤其是高档汽车，不仅是一种交通工具，更成为 一种身份的象征，成为人们生活中不可缺少的一部分。汽车市场日渐成熟的同 时,汽车消费也日趋理性。产品质量与售后服务等因素将直接影响人们的选择意 向。在激烈的市场竞争环境下，要想获得更多优势，售后服务至关重要，所以 有必要进行顾客满意度分析研究，来提高企业的竞争力。 本文首先回顾以往顾客满意度的研究成果，结合顾客满意度的基本理论与 郑州别克 4S 店汽车售后的基本情况，构建郑州别克 4S 店汽车售后服务逻辑模 型，建立顾客满意度指数测评体系。进行问卷调查，对数据进行分析，得出满 意度水平，找出存在的问题，提出改进建议。 关键词：别克，4S 店，售后服务，满意度，层次分析法 The Study of BUICK Service Satisfaction in Zhengzhou Abstract: With the economic development, peoples living standards and consumer demands are rising. More and more foreign private cars are coming into the Chinese market, the rapid development of automobile industry make the standard of living for people more comfortable. Cars, especially luxury cars, are not only a means of transport, but also as a status symbol, become an indispensable part of life. While the growing maturity of auto market, auto consumers have become increasingly rational. Product quality and after-sales service and other factors will directly influence peoples choice intentions. In the intense market competition, in order to get more advantages, essential service is very important, so it is necessary for conduct customer satisfaction analysis, to improve the competitiveness of enterprises. This paper reviews the results of previous studies of customer satisfaction, then, customer satisfaction combined with the basic theory and automotive aftermarket Buick 4S store basic information in Zhengzhou, it built Buick 4S store service logic model in Zhengzhou and a Customer Satisfaction Index System. Finally, a questionnaire survey is conducted, based on the analysis of the data and satisfaction levels, the paper identified problems, and make recommendations for improvement. Keywords： Buick, 4S shop, after service, satisfaction, AHP 目 录 摘要.I ABSTRACT.II 1 绪论.1 1.1 选题背景及意义 .1 1.1.1 选题背景 .1 1.1.2 选题意义 .2 1.2 国内外研究现状 .2 1.2.1 国外研究现状.2 1.2.2 国内研究情况.4 1.3 研究的技术内容与主要路线.5 2 理论概述.7 2.1 顾客满意度的基本理论.7 2.1.1 顾客满意度的定义.7 2.1.2 顾客满意度的基本特征 .8 2.2 顾客满意度模型 .9 2.2.1 期望未确定模型.9 2.2.2 质量三度模型.9 2.2.3 综合性顾客满意度模型.10 2.3 顾客满意度测量模型.11 2.3.1 SCSB.11 2.3.2 ACSI.12 2.3.3 ECSI.13 2.3.4 清华顾客满意度指数模型.14 2.4 测评方法及技术.16 2.4.1 顾客满意度测评指数量化方法.16 2.4.2 权重设计方法.16 3 顾客满意的测评体系.18 3.1 顾客满意度测评逻辑模型 .