摘要
随着中国经济的发展，居民收入水平的提高，汽车已经由原来家庭的“奢侈品”，
向家庭的“必备品”转变，普及率越来越高。与以往的消费习惯不同，当前的汽车消费
者不仅关注汽车的品质与价格，还更加关注汽车的售后承诺与服务。正如营销专家
Philip Kotler 所说，成交并不意味着销售工作的结束，相反，售后的服务才是真正销
售的开始。当前国内的很多汽车厂家也已经意识到售后服务的重要性，纷纷通过开展各
类措施，来提高顾客满意度，提升客户感知价值。
当前，国内外很多学者将顾客满意度的研究重点放在汽车销售领域，而针对汽车售
后服务领域的顾客满意度研究，相关的成果并不多。本文以奥迪汽车 4S 店售后服务为
研究对象，在充分吸收借鉴瑞典顾客满意度指数模型（SCSB）、欧洲顾客满意度指数(ECSI)
模型优势的基础上，以 ACSI 顾客满意度指数模型为基础，创新性的构建了改进型 ACSI
顾客满意度指数模型。
改进 ACSI 模型不仅包含基本的顾客期望、感知质量、感知价值、顾客满意等直接
要素，还包含了企业形象这一反哺要素，这与奥迪汽车高端的品牌形象是相契合的。本
文在改进 ACSI 模型的基础上，通过问卷调研与数据分析，找到了阻碍奥迪汽车售后服
务顾客满意度提升的关键因素。最后本文从加强企业内部营销管理、改善组织服务流程、
提升个性化服务等三方面出发，为提升奥迪汽车售后服务水平，改善奥迪汽车的售后服
务质量提出了对策建议，具有一定的理论价值与实践推广意义。
关键词：奥迪汽车售后服务 ACSI 模型顾客满意度
Abstract?
With the development of Chinese economy, the improvement of residents' income level,
the car has been from "luxury" of the family, to the"essentials"of family , penetration is
higher and higher. The consumption habits of different, the current automotive consumer not
only focus on the quality and price, also pay more attention to the auto after-sales
commitment and service. As marketing expert Philip Kotler said, clinch a deal does not mean
the end of sales work, on the contrary, the beginning of the after-sales service is the real sales.
The current domestic many car manufacturers have realized the importance of after-sales
service, by conducting all kinds of measures, to improve customer satisfaction, improving
customer perceived value.
At present, many scholars at home and abroad will customer satisfaction research focus
on car sales areas, and in view of the customer satisfaction research in the field of automotive
after-sales service, not many relevant results. Taking audi auto 4 s inn after-sales service as
the research object, in fully absorbing the Swedish customer satisfaction index model (SCSB),
Europe customer satisfaction index (ECSI) model advantage, on the basis of based on ACSI
customer satisfaction index model, the innovation of the modified ACSI customer satisfaction
index model is built.
Modified ACSI model not only includes the basic customer expectation, perceived
quality, perceived value, customer satisfaction, such as direct factors, also includes the
enterprise image the feedback elements, with the audi is corresponds to the high-end brand
image. In this paper, on the basis of the modified ACSI model, through questionnaire
investigation and data analysis, found the hinder the audi after-sales service customer
satisfaction of the key factors. At the end of the paper to strengthen enterprise internal
marketing management, organization improvement three aspects such as the service process,
improve the personalized service, in order to promote audi after-sales service level, improve
the audi after-sales service quality put forward the countermeasures and Suggestions, has
certain theory value and practice meaning.
Keywords :Auto After-Sales,Service ACSI Model,Customer satisfaction