摘
要
I
摘
要
最近几年，你会发现我们周围的汽车服务企业遍地开花。面对如此激烈的竞争，各
售后服务企业纷纷通过各种措施来提高顾客满意度，以提升客户感知价值。传统的汽
车
4S
店在这样的背景下，又升级出现了增加可持续性
(Sustainability)
的
5S
店，
5S
店在
经济、环境和社会三个方面达到可持续发展的标准。作为在当地汽车售后服务企业中
的龙头企业，
QMZX
汽车
5S
店要想在这次企业转型中持续发展，就必须更加重视提高
其服务的顾客满意度。鉴于此，本文利用顾客满意度模型对
QMZX
汽车
5S
店的顾客满
意度进行了研究，以便为其转型升级提供合理化的建议
在对国内外经典顾客满意度模型进行总结和学习的基础上，结合
QMZX
汽车
5S
店
自身的结构特点，本文构建了
QMZX
汽车
5S
店顾客满意度指数测量模型。通过
QMZX
汽车
5S
店顾客满意度指数模型，使得顾客满意度评价有了可操作性和可衡量的定量评
估特点。一方面通过顾客满意度指数的计算，来评价
QMZX
汽车
5S
店顾客满意度的情
况；另一方面通过模型检验，利用
QMZX
汽车
5S
店顾客满意度的问卷数据验证了满意
度测量模型。通过研究我们发现：
QMZX
汽车
5S
店顾客服务满意度得分一般，为
79.83
分
QMZX
汽车
5S
店顾客服务的整体满意度指数还需进一步提高。通过具体的分析来
看，本企业存在的问题和原因如下：（）
QMZX
汽车
5S
店过于规范的服务程序、工作
人员的服务意识没有跟上企业和时代发展的步伐，服务态度、服务质量与其他管理先
进的企业相比是有所差距的，期望与现实的巨大落差导致顾客满意度不高。（）
QMZX
汽车
5S
店的管理者还需从顾客的角度出发围绕企业员工的业务素质和企业的作业流程
等维度改善的需要进一步的改善和加强管理。（）
QMZX
汽车
5S
店采用准军事化管理
的方式，在一定程度上可能缺乏灵活性，对于员工的工作热情和主动性服务有一定的约
束，可能造成部分顾客的不满。（）同时
QMZX
汽车
5S
店主要的产品和服务对象相对
定位较高，相关的服务手续和费用缴纳由于有专门的财务管理系统，可能造成电子支
付等支付方式的落后，亦造成部分顾客的不满。最后研究提出提升
QMZX
汽车
5S
店顾
客服务能力的对策建议。具体包括：为客户提供更多的增值服务；打造优质服务水
平；提升自身产品和服务的品牌价值；提供顾客服务交流平台；提升员工满意度等
关键词：顾客满意度；因子分析，结构方程模型；汽车
5S
店；
LISREL
研究类型：应用研究
西北大学硕士学位论文
II
Abstract
With the transformation of the concept of the current consumer, auto service enterprises have
sprung up, At the same time, more and more fierce competition is coming. in the face of such
fierce competition, the after-sales service enterprises have adopted various measures to
improve customer satisfaction To enhance customer perceived value. In this context, the
traditional 4S shop based on the emergence of increased sustainability (Sustainability) 5S
shop, 5S shop in the economic, environmental and social aspects of the three to achieve
sustainable development standards. As a leading manufacturer of automotive after-sales
service enterprises, QMZX car 5S shop in order to sustainable development in this economic
development, we must pay more attention to its customer service satisfaction. In view of this,
this paper uses the customer satisfaction model to study the customer satisfaction of QMZX
5S store in order to provide rationalization suggestions for its transformation and upgrading.
Based on the summary and study of the classic customer satisfaction model at home and
abroad, the QMZX car 5S shop customer satisfaction index measurement model is
constructed based on the point of QMZX car 5S shop. Through the QMZX car customer
satisfaction index model, the customer satisfaction evaluation has the feasibility and
measurable quantitative evaluation, on the one hand through the customer satisfaction index
calculation, to evaluate the QMZX car 5S shop customer satisfaction situation; On the other
hand, through the model test, the satisfaction degree measurement model is verified by the
questionnaire data of QMZX car 5S shop customer satisfaction. The study found that: QMZX
car 5S shop customer service satisfaction score in general, 70.96 points. QMZX car 5S shop
customer service overall satisfaction index need to be further improved. (1) QMZX car 5S
shop is too standardized service procedures, the staff's sense of service did not keep up with
the pace of enterprise development, service attitude, quality of service is a gap, expectations
and reality of the Drop caused by satisfaction is not high. (2) QMZX car 5S shop customers
need to start from the customer's point of view around the staff service attitude, specialization,
standardization and other dimensions need to further improve and strengthen. (3) QMZX
quasi-militarized management approach, to a certain extent, the enthusiasm and initiative for
the staff have some constraints, may cause some customers dissatisfaction. (4) At the same
time QMZX car 5S shop main products and service objects relative positioning is relatively
high, the relevant service procedures and fees paid due to a special financial management
system, may cause electronic payment and other backward, also caused some customers
dissatisfaction. Finally, the paper puts forward some suggestions on how to improve the
Abstract
III
customer service ability of QMZX 5S shop. Including: to provide customers with more
value-added services; to create quality service level; to enhance their own products and
services brand value; to provide customer service platform for the exchange; to enhance
employee satisfaction.
Key Words：
Customer satisfaction; Factor analysis; structural equation model; car 5S shop
Lisrel
Research Type：
Applied Research。