汽车4S店客户关系管理

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本科毕业设计题目：汽车4S店客户关系管理

学院: 机械自动化学院

专业: 工业工程

学号:

学生XX:

指导教师:

日期: 二○一七年六月

摘要

人类社会现在已经逐步进入服务型的经济时代，企业也面临着激烈的竞争。从以前单纯的产品质量对客户满意度的影响，已经逐渐转换到了企业的综合质量对客户满意度的影响。客户满意度受到各个企业的日益重视。“以客户为关注焦点”是竞争的必然选择。

本文以XX宝马汽车销售服务XX为研究对象。文中主要利用的是层次分析法，并且了解了客户满意度相关理论。紧接着研究客户的特点，利用层次分析法的知识建立了XX 宝马汽车销售服务XX的评价指标体系，并通过在客户关怀部的抽样统计，根据客户的回访确立指标权重，分析出影响满意度的因素之间的关系。通过真实有效的信息得到了客观的宝马公司的情况和数据，根据这些调查数据，最后对影响因素做出了满意度统计与分析，并针对性地提出改进措施。

通过对XX宝马汽车销售服务XX的客户满意度调查，希望能通过这些数据能更深入的了解该行业目前的状况和经营水平，进而能让宝马公司制定有效的经营策略，使其在同行业中保持较强的竞争力。并同时希望能为汽车行业的发展提供一些启发和借鉴的作用，使该行业朝更好的方向发展。

关键字：客户满意度； XX天宝；层次分析

Abstract

Society has gradually entered service type economic age, enterprises are also facing fierce petition. From the previous simple product quality on the impact of customer satisfaction, has gradually shifted to the overall quality of the enterprise's impact on customer satisfaction. Customer satisfaction by the growing attention of various enterprises. "Customer focus" is the inevitable choice of petition.

This paper takes Tianjin Baoma Automobile Sales & Service Limited pany as the research object. First understand the theory of customer satisfaction, and at the same time learn the Analytic Hierarchy Process. Then, the evaluation index system of Tianjin Baoma Automobile Sales & Service Limited pany was established by using the knowledge of the Analytic Hierarchy Process. Through the sampling statistics of the customer care department, the index weight was established according to the customer's return visit, The relationship between the factors. Through the real and effective information to get the objective of the pany's situation and data, through these survey data, and finally to the factors of satisfaction with the statistics and analysis, to explore the factors that affect customer satisfaction, and put forward the improvement measures targeted.

Through the Tianjin Baoma Automobile Sales & Service Limited pany customer satisfaction survey, hoping through these data can be more understanding of the industry's current situation and operating level,deeper, and then allow the pany to develop effective business strategy to make it in the same industry. To maintain a strong petitive edge. And at the same time hope for the development of the automotive in dustry to provide some inspiration and reference to the role of the industry towards a better direction..

Key word: C ustomer Satisfaction; TianjinTianbao; Analytic Hierarchy

Process

目录

1 绪论 0

1.1 XX宝马客户满意度选题背景 0

1.2 满意度的研究目的及意义 0

1.3 文章结构0

2 XX宝马客户满意度研究综述1

2.1 客户满意度的理论 (1)

2.1.1 研究客户的X围 (1)

2.1.2 客户满意度理论 (1)

2.2 XX宝马客户满意度研究研究现状1

3 客户满意度模型及测评体系 (2)

3.1 XX宝马客户满意度模型概况2

3.1.1 评价满意度的模型 (2)

3.1.2 满意度的测评对XX宝马公司的意义 (3)

3.2 层次分析法 (4)

3.2.1 方法优势 (4)

3.2.2 操作的步骤 (4)

4 满意度评价体系及确定权重 (7)

4.1 满意度评价体系 (7)

4.1.1 体系的构建原则 (7)

4.1.2 指标的选取 (7)