论文总字数：47496字

摘 要

随着我国经济水平的稳定增长，我国汽车行业也得到了稳定而持续的发展。现如今，我国已经成为了世界上最大的汽车市场，汽车产业也成为了国民经济的基础产业与重要支柱产业。但是自2018年以来，中国汽车行业的发展遇冷，中国汽车销量连续十多月持续下降。而受到疫情的影响，从2020年开始，汽车市场势必会受到新一轮冲击，随着入局的汽车企业越来越多，之后的汽车市场竞争一定会愈发激烈。为了抵抗即将到来的寒冬，中国汽车行业必须要行动起来，采取有效的措施来争取市场份额。根据研究显示，顾客忠诚度的提升会对企业带来巨大的收益，若想维持公司长期良好发展，提升顾客忠诚度是必不可少的，所以如何针对性的改善汽车服务企业的服务体系来提升顾客忠诚度成了汽车服务企业必须面对的问题。

本文首先对我国汽车市场的发展进行了简要介绍，之后探讨了顾客满意度、忠诚度的相关理论以及测量模型，根据对国内外研究现状的分析，确立了本文的研究方向，即顾客满意度影响因素与顾客忠诚度之间的相关性。在数据收集的过程中，以汽车消费者为研究对象，采用问卷星作为线上收集问卷的工具，收集不同顾客对于汽车产品的品牌、价格、性能等八个因素的满意度与关注度，以及顾客对于其所购买的汽车的企业的忠诚度。接着对回收到的数据进行样本分析，利用IBM SPSS Statistics 25统计分析软件对问卷回收到的数据进行信度与效度分析，之后进行四分图分析。根据问卷中的顾客整体满意度，抽取“低满意度”、“中满意度”、“高满意度”三个子样本，运用多元回归方法，针对三个子样本分别进行顾客满意度影响因素与顾客忠诚度相关性的分析，得出了在满意度分级下，不同顾客满意度影响因素与顾客忠诚度的相关性。最后根据得到的相关结论，对汽车营销服务企业的服务体系进行初步设计，提出了营销中心、市场分析中心、客户服务中心三大中心并对其相关职责进行划分，同时规划了这三大中心如何互相协作，协调运行的。

本文在前人研究的基础上提出将满意度分级与汽车服务企业顾客忠诚机制研究相结合，使得研究结果更具有针对性。本文的研究为我国汽车服务企业在如何提升顾客忠诚度上提供了一定程度的指引作用，也为我国在顾客满意度与忠诚度相关性方面的研究提供了一种较新的思路，具有一定的参考价值。

关键词：顾客满意度；顾客忠诚度；服务体系设计

ABSTRACT

With the stable growth of China's economic level, China's automobile industry has also been stable and sustainable development. Nowadays, China has become the largest automobile market in the world, and the automobile industry has also become the basic industry and important pillar industry of the national economy. However, since 2018, the development of China's automobile industry has been in a cold situation, and China's automobile sales have suffered a continuous decline of more than ten months. Affected by the epidemic situation, from 2020, the automobile market is bound to be impacted by a new round. With more and more automobile enterprises entering the Bureau, the competition will be more and more fierce. In order to resist the coming winter, China's automobile industry must take action and take effective measures to gain market share. According to the research, the promotion of customer loyalty will bring huge profits to the enterprise. If you want to maintain the long-term good development of the company, it is essential to enhance customer loyalty.

This paper takes automobile consumers as the research object, and collects the satisfaction and attention of different customers to the eight factors of automobile product brand, price and performance, as well as the loyalty of customers to the automobile brand they purchased through online questionnaire. First, according to the collected data for sample analysis, analyze the main consumer groups of automobile products. Using IBM SPSS statistics 25 statistical analysis software to analyze the reliability and validity of the data collected from the questionnaire, and then analyze the quartogram. According to the overall customer satisfaction in the questionnaire, three samples of "low satisfaction", "medium satisfaction" and "high satisfaction" were selected, and the correlation between the influencing factors of customer satisfaction and customer loyalty was analyzed to obtain the multiple linear regression equation.

This paper first introduces the development of China's automobile market briefly, then discusses the theory and measurement model of customer satisfaction and loyalty, and establishes the research direction of this paper according to the analysis of the research status at home and abroad. In the data collection, the questionnaire star is used as the tool of online questionnaire collection. In the process of empirical analysis, factor analysis and multiple linear regression analysis are used as the means of statistical analysis. Finally, according to the relevant conclusions, the service system of automobile marketing service enterprises is preliminarily designed. Three centers, namely marketing center, market analysis center and customer service center, are proposed and their relevant responsibilities are divided. At the same time, how these three centers cooperate with each other and coordinate their operation are planned.

On the basis of previous studies, this paper proposes to combine the degree of satisfaction with the research on customer loyalty mechanism of automobile service enterprises, so that the research results are more targeted. Through the research of this paper, it provides a certain degree of guidance for Chinese automobile enterprises on how to improve customer loyalty, and also provides a relatively new idea for the research on the correlation between customer satisfaction and loyalty, which plays a reference role to a certain extent.

Key words: Customer satisfaction; Customer loyalty; Service system design

目 录

第1章 绪论 1

1.1研究背景 1

1.2论文目的及意义： 2

1.3研究内容框架 3

第2章 国内外研究现状 5

2.1顾客满意 5

2.2顾客忠诚 8

2.3顾客满意度与忠诚度之间的关系 9

第3章 研究设计 11

3.1汽车服务企业顾客满意度影响因素分析 11

3.2前提假设 11

3.3研究工具 12

3.4问卷设计 12

3.5本章小结 13

第4章 样本研究分析 14

4.1样本特征及可靠性检验 14

4.2顾客满意度与忠诚度相关性分析 24

4.3本章小结 48

第5章 汽车服务企业营销服务体系设计 50

5.1营销中心 50

5.2市场分析中心 51

5.3客户服务中心 51

第6章 总结与展望 52

6.1总结 52

6.2展望 53

参考文献 54

附录A 调查问卷 56

致谢 60

第1章 绪论

1.1研究背景

从1885年10月，德国工程师卡尔·本茨成功研制出世界上第一辆内燃机汽车，到2018年，全球全年汽车销量超过6800万辆，世界汽车产业已经经历了产品发明、产品发展、产出迅速扩大三个阶段，并进入了以更新需求为主的成熟市场阶段^[1]。

由于汽车产业的覆盖面十分广泛，它能够带动许多相关产业的发展，同时由于其对高新技术科技的需求较高，所以汽车产业被认为能够代表一个国家的制造业整体水平和科技创新水平，甚至成为衡量国家综合竞争力的重要指标。同时，汽车产业对于国家经济发展也有强大的推动作用，汽车产业发达的国家往往也是综合竞争力较强的国家，比如拥有大众、奔驰的德国，拥有丰田、本田的日本，拥有通用、福特的美国，拥有现代、起亚的韩国。发达的汽车产业为这些国家的经济发展起到了强大的推动作用，为这些国家的经济腾飞奠定了基础。

从1957年7月13日，我国第一汽车制造厂生产出第一辆用于载货的解放牌汽车，到2018年，我国全年汽车销量接近2900万辆，中国的汽车行业实现了突飞猛进的发展。现如今，我国已经成为了世界上最大的汽车市场，汽车产业不仅成为了维持我国经济稳定发展的基础产业，更成为了重要支柱产业^[2]。根据国家统计局的数据（图1.1），我国的民用汽车拥有量从2000年的1608.91万辆连续18年攀升至2018年的2.4亿辆，我国已经超过日本，成为全球第二大汽车保有量地区^[3]。

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