汽车销售客户满意度评价模型研究  

Research on Evaluation Model of Customer′s Satisfaction for Automobile Sales

作　　者：谢锐波[1] 李锦[1] 钟宁[1] 

机构地区：[1]韶关学院物理与机电工程学院,广东韶关512005

出　　处：《韶关学院学报》2015年第4期32-35,共4页Journal of Shaoguan University

基　　金：国家自然科学基金资助项目(51008087);广东省高等学校优秀青年教师培养计划项目(YQ2014156);广东省青年创新人才项目(2014KQNCX206);韶关市科技计划项目(2014CX/K233)

摘　　要：针对汽车销售客户满意度指标量化评价问题,在ACSI和CCSI等研究模型的基础上,借鉴TOPSIS算法,通过构建客户满意度测评体系,结合调查数据,分析了汽车销售的各项指标对客户满意度的影响.研究结果表明:汽车销售店在价格、产品、优惠、服务、与客户的协商与签约成交过程给足客户的时间考虑和营造轻松的氛围做得不够好;维修厂房面积和销售人员数量所占的权重分别为15.46%和11.33%,对客户满意度影响最大;可供选择的产品配置和汽车品牌的认知度、随车装备的交接和使用方法的介绍、结算资料的移交和明确的交待说明占权重分别是0.20%、0.38%和0.36%,在这三方面都做得较好;所建模型在汽车销售客户满意度的评价方面具有可行性.For car sales customer satisfaction index evaluation problem, based on ACSI and CCSI research model, using TOPSIS algorithm, by constructing the system of customer satisfaction measurement, combined with the survey data, analysis of the impact of the indicators of car sales to customer satisfaction. The results show that： car sales shop in consultation with the signing in the price, product, service, preferential, and customer turnover process and to create a relaxed atmosphere is not good enough to consider full time customers; the weight of the area and the number of sales staff to repair plant accounted for respectively 15.46% and 11.33%, the greatest impact on customer satisfaction;awareness, the choice of products and brands with the configuration and use method of vehicle equipment handover, introduces settlement data transfer and explain that the weights were 0.20%, 0.38% and 0.36%, in these three areas are doing better; it is feasible to assess the model of customer satisfaction in automobile sales terms.

关 键 词：汽车销售 客户满意度 测评体系 TOPSIS算法 

分 类 号：U9[交通运输工程]