汽车销售顾客满意度评估系统研究
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摘要
在当今世界,汽车产业的发展已经成为一国工业综合发展水平的重要标志。汽车,越来越成为人们生活中不可缺少的工具。随着汽车行业的高速发展,市场对汽车行业的要求也日益提高,其原因主要来源于客户对汽车产品及相关服务需求的日益上升。
汽车市场逐渐成熟的同时,消费行为也日趋理性。消费者对汽车质量、性能,经销商以及购车的全过程都会慎重考虑。经销商的设施是否完备齐全、销售人员服务水平高低、交车过程是否顺畅、汽车质量情况、交易条件、交车时间及时性和相关书面文件全面性,这些因素直接或者间接影响消费者在购车过程中的满意度。
本文通过研究国内外关于顾客满意度、评估方法的相关文献,结合汽车销售的实际情况,分析了汽车销售顾客满意度的研究背景、研究现状、研究意义。利用顾客满意度理论知识、顾客满意度模型、满意度测量模型、满意度的评价方法,将汽车销售顾客满意度评估指标体系划分为四个层次。并用专家赋权法、熵值法、顾客赋权法分别对第二、三、四层次指标确定其权重。用直接打分法对第四层层指标的顾客满意度进行打分。利用VISUAL BASIC 6.0设计了汽车销售顾客满意度评估系统。
Today, the development of automobile industry has become an important indicator of a country in industrial integrated development level in the world, and it plays dual roles of stanchion industry and basic industry in the development of the national economy. Automobile is increasingly becoming an indispensable tool in people’s life. People's requirements about automobile are not the same, some requires strong power, some requires better economic, some requires through performance to adapt special road. Different requirements determine the people's satisfaction with the purchase of a car are different. In the process of consumers purchase, there are many requirements on the distributors, and service personnel, services place, vehicle quality, transaction process, the delivery process and etc. So it comes to different value of satisfaction. The automobile sales satisfaction evaluation, may influence a potential consumer purchasing vehicles, the choice of aftersales service, decided to repurchase intent as customer loyalty, and even decided to car companies to develop, design, market share, such as the automobile market's overall strategy. Therefore, study on automobile sales satisfaction, for the orderly development of the automobile industry, encourage enterprises to improve their car brand overall construction, guiding customers correct consumption are necessary.
With the rapid development of the automobile industry, the requirement to the market of the automotive industry are advancing, the reason for what mainly comes from the customers’demand for automotive products and related services is growing. Therefore, more automobile sellers begin to realized that to sell their products and services base on the center of client in order to obtain greater competitive advantage. The nature of competition in the market is "win customers", and no customers have no market.
Automobile market gradually matured. Meanwhile, the behavior of consume is becoming increasingly rational. Quality, performance, as well as the entire process of the purchase will be carefully considered by consumers. In the purchase process, the most valuable factors are considered by consumers are whether the process of delivery is smooth, sales service, whether the dealer’s facilities is complete, the condition of delivery, delivery time and related papers. These factors directly or indirectly affect satisfaction of consumers during the process of purchase automobile.
Based on the information at home and abroad, the paper established the automobile sales customer evaluation index system. Fixing on the weight of these index are important, and scored the fourth of the satisfaction index, then completed the evaluation system design.
After had read the study on the knowledge of customers satisfaction and evaluation abroad and home, and analyzed the actual situation in automobile sales, the paper mainly completed the following work:
1. Researched on many relevant literature abroad and home about the customer satisfaction, evaluation methods, summed up the study background, the study status quo and the study significance of automobile sales customer satisfaction, and made the study content of this article.
2. Analyzed the theoretical knowledge on customer satisfaction, customer satisfaction model, satisfaction measurement model, the evaluation method of the satisfaction. Customer satisfaction is that the customers’feelings concerning the level of request have been asked to meet. Customer satisfaction with the basic characteristics: subjectivity, delamination, the relativity and phases. The typical Customer Satisfaction models include expect not recognized model, the quality of three theories, comprehensive model of customer satisfaction. The macroscopical evaluation models most famous in the world include the Sweden customer satisfaction index model, the United States model of customer satisfaction index, the EU model of customer satisfaction index, China's customer satisfaction index model. And the microcosmic evaluation models contain Expert Empower Law, Entropy Method, Customers Empower Law.
3. In the text, using AHP layered method to divide the car sales customer satisfaction evaluation index system into four levels. Each level of evaluation indexes are evolving from the indexes of father-layer, and the evaluation results of the indexes on the level reflect the son-layer’s indexes of evaluation. And using Delphi method, entropy method and customers empowered method ascertained the weights of the indexes on the second, third and fourth levels. Using score method on the fourth layers of indexes for customer satisfaction index.
4. Design the auto sales customer satisfaction evaluation system with VISUAL BASIC 6.0.
Based on the customer satisfaction survey and evaluation, we can understand customers’needs and expectations, as well as the feelings of the consumers’consumed experiences, using sophisticated statistical techniques, to seek and analyze the gap between the services of automotive products, sales process and the expectations of customers, propose improvement measures purposefully, to guide the sales service improvement of car sales business, improve customer satisfaction, brought about the improvement of performance and competitiveness enhancement.
汽车市场逐渐成熟的同时,消费行为也日趋理性。消费者对汽车质量、性能,经销商以及购车的全过程都会慎重考虑。经销商的设施是否完备齐全、销售人员服务水平高低、交车过程是否顺畅、汽车质量情况、交易条件、交车时间及时性和相关书面文件全面性,这些因素直接或者间接影响消费者在购车过程中的满意度。
本文通过研究国内外关于顾客满意度、评估方法的相关文献,结合汽车销售的实际情况,分析了汽车销售顾客满意度的研究背景、研究现状、研究意义。利用顾客满意度理论知识、顾客满意度模型、满意度测量模型、满意度的评价方法,将汽车销售顾客满意度评估指标体系划分为四个层次。并用专家赋权法、熵值法、顾客赋权法分别对第二、三、四层次指标确定其权重。用直接打分法对第四层层指标的顾客满意度进行打分。利用VISUAL BASIC 6.0设计了汽车销售顾客满意度评估系统。
Today, the development of automobile industry has become an important indicator of a country in industrial integrated development level in the world, and it plays dual roles of stanchion industry and basic industry in the development of the national economy. Automobile is increasingly becoming an indispensable tool in people’s life. People's requirements about automobile are not the same, some requires strong power, some requires better economic, some requires through performance to adapt special road. Different requirements determine the people's satisfaction with the purchase of a car are different. In the process of consumers purchase, there are many requirements on the distributors, and service personnel, services place, vehicle quality, transaction process, the delivery process and etc. So it comes to different value of satisfaction. The automobile sales satisfaction evaluation, may influence a potential consumer purchasing vehicles, the choice of aftersales service, decided to repurchase intent as customer loyalty, and even decided to car companies to develop, design, market share, such as the automobile market's overall strategy. Therefore, study on automobile sales satisfaction, for the orderly development of the automobile industry, encourage enterprises to improve their car brand overall construction, guiding customers correct consumption are necessary.
With the rapid development of the automobile industry, the requirement to the market of the automotive industry are advancing, the reason for what mainly comes from the customers’demand for automotive products and related services is growing. Therefore, more automobile sellers begin to realized that to sell their products and services base on the center of client in order to obtain greater competitive advantage. The nature of competition in the market is "win customers", and no customers have no market.
Automobile market gradually matured. Meanwhile, the behavior of consume is becoming increasingly rational. Quality, performance, as well as the entire process of the purchase will be carefully considered by consumers. In the purchase process, the most valuable factors are considered by consumers are whether the process of delivery is smooth, sales service, whether the dealer’s facilities is complete, the condition of delivery, delivery time and related papers. These factors directly or indirectly affect satisfaction of consumers during the process of purchase automobile.
Based on the information at home and abroad, the paper established the automobile sales customer evaluation index system. Fixing on the weight of these index are important, and scored the fourth of the satisfaction index, then completed the evaluation system design.
After had read the study on the knowledge of customers satisfaction and evaluation abroad and home, and analyzed the actual situation in automobile sales, the paper mainly completed the following work:
1. Researched on many relevant literature abroad and home about the customer satisfaction, evaluation methods, summed up the study background, the study status quo and the study significance of automobile sales customer satisfaction, and made the study content of this article.
2. Analyzed the theoretical knowledge on customer satisfaction, customer satisfaction model, satisfaction measurement model, the evaluation method of the satisfaction. Customer satisfaction is that the customers’feelings concerning the level of request have been asked to meet. Customer satisfaction with the basic characteristics: subjectivity, delamination, the relativity and phases. The typical Customer Satisfaction models include expect not recognized model, the quality of three theories, comprehensive model of customer satisfaction. The macroscopical evaluation models most famous in the world include the Sweden customer satisfaction index model, the United States model of customer satisfaction index, the EU model of customer satisfaction index, China's customer satisfaction index model. And the microcosmic evaluation models contain Expert Empower Law, Entropy Method, Customers Empower Law.
3. In the text, using AHP layered method to divide the car sales customer satisfaction evaluation index system into four levels. Each level of evaluation indexes are evolving from the indexes of father-layer, and the evaluation results of the indexes on the level reflect the son-layer’s indexes of evaluation. And using Delphi method, entropy method and customers empowered method ascertained the weights of the indexes on the second, third and fourth levels. Using score method on the fourth layers of indexes for customer satisfaction index.
4. Design the auto sales customer satisfaction evaluation system with VISUAL BASIC 6.0.
Based on the customer satisfaction survey and evaluation, we can understand customers’needs and expectations, as well as the feelings of the consumers’consumed experiences, using sophisticated statistical techniques, to seek and analyze the gap between the services of automotive products, sales process and the expectations of customers, propose improvement measures purposefully, to guide the sales service improvement of car sales business, improve customer satisfaction, brought about the improvement of performance and competitiveness enhancement.
引文
[1] 戴倩. 汽车产业与国民经济发展. 江苏统计. 2003,01:17-18.
[2] 中国汽车工业年鉴. 机械工业出版社. 2000-2007.
[3] http://auto.sohu.com/20070622/n250711461.shtml.搜狐汽车.2007, 06.
[4] 史迎曦. 汽车行业顾客满意度研究[D]. 东北财经大学, 2005:1-2.
[5] http://auto.sina.com.cn/news/2006-08-29/1409211376.shtml. 新浪汽车. 2006, 08.
[6] 程振彪. 论现阶段中国汽车工业发展战略. 汽车工业研究. 2001, 08: 3-10.
[7] 凌夫. 顾客满意度——汽车企业竞争新战略. 世界汽车. 2001, 04: 36-37.
[8] Wang Meiqing, Tang Xiaoqing. Mapping Customer Requirements to Product Quality Characteristics. Chinese Journal of Mechanical Engineering. 2004,05: 40-46.
[9] 朱嬿, 李晨. 基于顾客满意度理论的住户满意度模型[J]. 清华大学学报(自然科学版), 2003, 10 :1397-1400.
[10] Cadotte, Ernest R, Robert B. Woodruff&Roger L.Jenkins. Expectations and Norms in Modles of Consumer Satisfaction. Journal of Marketing Research. 1987, 24: 305-314.
[11] Anderson E.W., Fornell and Oliver. A customer satisfaction research prospectus in Rust. Service Quality. New Directions in Theory and practice. Sage, Thousand Oaks, CA, 1994 :53-66.
[12] Oliver.Conceptual Issues in the Structural Analysis of Consumption Emotion.Satisfaction and Quality. Evidence in a Service Setting. Advances in Consumer Research. 1993, 21: 205-213.
[13] Alfred Wong. Integrating supplier satisfaction with customer satisfaction. TotalQuality Management. 2000,11: 427-432.
[14] Vikas Mittal, Jerome M. Katrichis, Pankaj Kumar. Attribute Performance and Customer Satisfaction over time. Evidence from Two Field Studies. Journal of Services Marketing. 2001, 15(5): 343-356.
[15] 唐晓芬. 顾客满意度测评. 上海科学技术出版社. 2001 :12-13.
[16] 阿伦.杜卡. 美国市场营销学会顾客满意度手册(吕一林译). 香港科文出版社有限公司. 1998 :23-27.
[17] 奈杰尔.希尔. 顾客满意度测量手册. 沈阳出版社. 2000 :34-36.
[18] 冉斌. 员工满意度测量手册. 海天出版社. 2002 :17-21.
[19] http://auto.163.com/06/1215/11/32CNP0OO000816IP.html. 网易汽车频道. 2006,12.
[20] 朱晓旸. MPV 市场的顾客满意度研究[D]. 天津大学. 2004 :16-17.
[21] 中国质量协会. 全国用户委员会.当前轿车质量与用户满意度. 中国质量.2002,11: 14-17.
[22] 王瑞武. 2005 年中国汽车品牌顾客满意度调查在京启动[J]. 城市车辆. 2005, 05 :62.
[23] 郑鹏. 中国有了 NCAP——清华和北京大陆汽车俱乐部正式签署协议,将“新车评估体系”引入中国[J]. 交通世界(运输.车辆). 2006, Z1 :64-65.
[24] 中国质量管理协会编著. 全面质量管理基本知识. 中国经济出版社 2001, 07 :4-5.
[25] 方琴芬. 顾客满意度测评方法研究[D]. 合肥合肥工业大学. 2006 :9-10.
[26] 张新安. 顾客满意指数测评模型[J]. 系统工程理论方法应用. 2003,09: 26-29.
[27] 王辉晖.顾客满意度测评研究及实例分析[D]. 武汉理工大学. 2004 :12-13.
[28] 宋先道,李涛. 顾客满意度指数(CSI)研究现状分析及改进措施[J]. 武汉理工大学学报. 2002, 05 :115-117
[29] 吴春林. 采用专家打分法对债权价值进行分析的探讨[J]. 中国资产评估. 2007,11 :18-20.
[30] 苏 为 华 . 多 指 标 综 合 评 价 理 论 与 方 法 问 题 研 究 [D]. 厦门 大 学 . 2000 :123-129.
[31] 王新海. 中国网通住宅顾客满意度测评体系研究[D]. 辽宁工程技术大学. 2004 :39-40.
[32] 郭显光. 熵值法及其在综合评价中的应用[J]. 财贸研究. 1994,06 :56-60.
[33] 张卫民. 基于熵值法的城市可持续发展评价模型[J]. 厦门大学学报(哲学社会科学版). 2004,02 :110-116.
[34] 兰晓婕, 姚磊, 武帅. 汽车顾客满意度影响因素分析及指标体系研究[J]. 上海汽车. 2005, 09 :14-17.
[35] 刘资媛. 顾客满意度影响因素的理论分析及实证研究[D]. 湖南大学. 2005 :37-38.
[36] 李文平. 汽车服务顾客满意度测评研究[D]. 哈尔滨工业大学. 2006 :14.
[37] 南剑飞,熊志坚. 论顾客满意度评价体系的构建[J]. 世界标准化与质量管理. 2002, 06: 23-25.
[38] 李立莉, 叶柏青. 顾客满意度测评指标体系建立及评价模型[J]. 交通科技与经济. 2005, 03 :78-80.
[39] 尤建新, 杜学美, 张英杰. 汽车供应链的顾客满意度评价指标体系[J]. 工业工程与管理. 2004, 01 :45-50.
[40] 匡乐红, 徐林荣, 刘宝琛. 组合赋权法确定地质灾害危险性评价指标权重[J]. 地下空间与工程学报. 2006, 06 :1063-1067.
[41] 王明涛. 多指标综合评价中权系数确定的一种综合分析方法[J]. 系统工程. 1999, 02 :56-61.
[42] 郭显光. 多指标综合评价中权数的确定[J]. 数量经济技术经济研究. 1989, 11 :49-52.
[43] 郭显光. 一种新的综合评价方法──组合评价法[J]. 统计研究. 1995, 05 :56-59.
[44] 王成强,马轲. 新概念 Viaual Basic 6.0 [M]. 科学出版社. 2003, 12.
[2] 中国汽车工业年鉴. 机械工业出版社. 2000-2007.
[3] http://auto.sohu.com/20070622/n250711461.shtml.搜狐汽车.2007, 06.
[4] 史迎曦. 汽车行业顾客满意度研究[D]. 东北财经大学, 2005:1-2.
[5] http://auto.sina.com.cn/news/2006-08-29/1409211376.shtml. 新浪汽车. 2006, 08.
[6] 程振彪. 论现阶段中国汽车工业发展战略. 汽车工业研究. 2001, 08: 3-10.
[7] 凌夫. 顾客满意度——汽车企业竞争新战略. 世界汽车. 2001, 04: 36-37.
[8] Wang Meiqing, Tang Xiaoqing. Mapping Customer Requirements to Product Quality Characteristics. Chinese Journal of Mechanical Engineering. 2004,05: 40-46.
[9] 朱嬿, 李晨. 基于顾客满意度理论的住户满意度模型[J]. 清华大学学报(自然科学版), 2003, 10 :1397-1400.
[10] Cadotte, Ernest R, Robert B. Woodruff&Roger L.Jenkins. Expectations and Norms in Modles of Consumer Satisfaction. Journal of Marketing Research. 1987, 24: 305-314.
[11] Anderson E.W., Fornell and Oliver. A customer satisfaction research prospectus in Rust. Service Quality. New Directions in Theory and practice. Sage, Thousand Oaks, CA, 1994 :53-66.
[12] Oliver.Conceptual Issues in the Structural Analysis of Consumption Emotion.Satisfaction and Quality. Evidence in a Service Setting. Advances in Consumer Research. 1993, 21: 205-213.
[13] Alfred Wong. Integrating supplier satisfaction with customer satisfaction. TotalQuality Management. 2000,11: 427-432.
[14] Vikas Mittal, Jerome M. Katrichis, Pankaj Kumar. Attribute Performance and Customer Satisfaction over time. Evidence from Two Field Studies. Journal of Services Marketing. 2001, 15(5): 343-356.
[15] 唐晓芬. 顾客满意度测评. 上海科学技术出版社. 2001 :12-13.
[16] 阿伦.杜卡. 美国市场营销学会顾客满意度手册(吕一林译). 香港科文出版社有限公司. 1998 :23-27.
[17] 奈杰尔.希尔. 顾客满意度测量手册. 沈阳出版社. 2000 :34-36.
[18] 冉斌. 员工满意度测量手册. 海天出版社. 2002 :17-21.
[19] http://auto.163.com/06/1215/11/32CNP0OO000816IP.html. 网易汽车频道. 2006,12.
[20] 朱晓旸. MPV 市场的顾客满意度研究[D]. 天津大学. 2004 :16-17.
[21] 中国质量协会. 全国用户委员会.当前轿车质量与用户满意度. 中国质量.2002,11: 14-17.
[22] 王瑞武. 2005 年中国汽车品牌顾客满意度调查在京启动[J]. 城市车辆. 2005, 05 :62.
[23] 郑鹏. 中国有了 NCAP——清华和北京大陆汽车俱乐部正式签署协议,将“新车评估体系”引入中国[J]. 交通世界(运输.车辆). 2006, Z1 :64-65.
[24] 中国质量管理协会编著. 全面质量管理基本知识. 中国经济出版社 2001, 07 :4-5.
[25] 方琴芬. 顾客满意度测评方法研究[D]. 合肥合肥工业大学. 2006 :9-10.
[26] 张新安. 顾客满意指数测评模型[J]. 系统工程理论方法应用. 2003,09: 26-29.
[27] 王辉晖.顾客满意度测评研究及实例分析[D]. 武汉理工大学. 2004 :12-13.
[28] 宋先道,李涛. 顾客满意度指数(CSI)研究现状分析及改进措施[J]. 武汉理工大学学报. 2002, 05 :115-117
[29] 吴春林. 采用专家打分法对债权价值进行分析的探讨[J]. 中国资产评估. 2007,11 :18-20.
[30] 苏 为 华 . 多 指 标 综 合 评 价 理 论 与 方 法 问 题 研 究 [D]. 厦门 大 学 . 2000 :123-129.
[31] 王新海. 中国网通住宅顾客满意度测评体系研究[D]. 辽宁工程技术大学. 2004 :39-40.
[32] 郭显光. 熵值法及其在综合评价中的应用[J]. 财贸研究. 1994,06 :56-60.
[33] 张卫民. 基于熵值法的城市可持续发展评价模型[J]. 厦门大学学报(哲学社会科学版). 2004,02 :110-116.
[34] 兰晓婕, 姚磊, 武帅. 汽车顾客满意度影响因素分析及指标体系研究[J]. 上海汽车. 2005, 09 :14-17.
[35] 刘资媛. 顾客满意度影响因素的理论分析及实证研究[D]. 湖南大学. 2005 :37-38.
[36] 李文平. 汽车服务顾客满意度测评研究[D]. 哈尔滨工业大学. 2006 :14.
[37] 南剑飞,熊志坚. 论顾客满意度评价体系的构建[J]. 世界标准化与质量管理. 2002, 06: 23-25.
[38] 李立莉, 叶柏青. 顾客满意度测评指标体系建立及评价模型[J]. 交通科技与经济. 2005, 03 :78-80.
[39] 尤建新, 杜学美, 张英杰. 汽车供应链的顾客满意度评价指标体系[J]. 工业工程与管理. 2004, 01 :45-50.
[40] 匡乐红, 徐林荣, 刘宝琛. 组合赋权法确定地质灾害危险性评价指标权重[J]. 地下空间与工程学报. 2006, 06 :1063-1067.
[41] 王明涛. 多指标综合评价中权系数确定的一种综合分析方法[J]. 系统工程. 1999, 02 :56-61.
[42] 郭显光. 多指标综合评价中权数的确定[J]. 数量经济技术经济研究. 1989, 11 :49-52.
[43] 郭显光. 一种新的综合评价方法──组合评价法[J]. 统计研究. 1995, 05 :56-59.
[44] 王成强,马轲. 新概念 Viaual Basic 6.0 [M]. 科学出版社. 2003, 12.