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1、摘要汽车服务已经成为国民经济的重要支柱之一,随着我国汽车销售市场竞争的加剧,汽车4S营销模式作为目前轿车销售的主要模式,已充分体现了其优势,但是,面对强势的生产商、日趋成熟的消费者和越来越多的同行业竞争对手,4S汽车经销商正采取各种策略获得更多的生存及利润空间,其中提高顾客满意度就是策略之一。虽然汽车行业顾客满意度的研究已经受到相当程度的重视,但是对汽车营销企业的顾客满意度研究却较少。作为汽车营销企业,提供顾客满意的服务,就必须了解顾客,加强对汽车服务顾客满意度及忠诚度的研究。通过服务型企业的独特视角来进行顾客满意度研究是非常必要的,因此,本课题以汽车营销企业为研究对象,进行顾客满意度
2、研究。本课题在顾客满意度相关研究模型的基础上,综合汽车营销行业的特点,运用机构方程构建4S汽车营销企业顾客满意度研究模型来实现对4S汽车营销企业服务质量的进行测评,通过构建顾客满意度测评体系。企业可以运用该模型进行顾客满意度测评,找出企业经营中存在的不足,为企业经营提供策略依据。关键词:4S汽车营销企业,顾客满意度,结构方程模型,实证研究IABSTRACTAutomobileservicehasbecomeoneofimportantpillarofnationaleconomy,China'scarsalesmarketcompetitionintensifies,4Smarketi
3、ngmodelasthemainmodeofcarsales,hasbeenfullyembodiesitsadvantage,however,infaceofthepowerfulproducers,increasinglymatureconsumerandmoreandmoreindustrycompetitors,4SCardealershipitadoptedvariousstrategiestogetmoresurvivalandtheprofitspace,whichisoneofthestrategiesofimprovingcustomersatisfaction.Al
4、thoughtheautomobileindustrycustomersatisfactionresearchhasreceivedconsiderableattention,buttheautomobilemarketingenterprise'scustomersatisfactionstudyless.Astheautomobilemarketingcompany,toprovidecustomerswithsatisfactoryservice,wemustunderstandthecustomer;strengthentheservicecustomersatisfactio
5、nandloyaltyresearch.Throughserviceenterprisefromtheuniqueperspectiveofcustomersatisfactionresearchisverynecessary,therefore,theautomobilemarketingenterprisesastheobjectofresearch,customersatisfactionresearch.Inthispaper,thecustomersatisfactionresearchmodelbasedonintegratedmarketing,automobileind
6、ustrycharacteristics,usingequationbuild4Sautomobilemarketingenterprisecustomersatisfactionresearchmodeltoachievethe4SautomobilemarketingenterprisesservicequalityIIevaluation,throughtheconstructionofcustomersatisfactionevaluationsystem.Theenterprisecanusethemodelforevaluationofcustomersatisfactio
7、n,findouttheproblemsintheenterprisemanagement,businessstrategybasedon.KeyWords:4Sautomobilemarketingenterprises,customersatisfaction,structuralequationmodel,empiricalstudyIII目录摘要..............................................