影响我国新车销售服务满意度的因素分析.pdfVIP

摘要 随着我国汽车整车销售利润的下降，汽车销售服务，特别是新车销售服务 方面的竞争将会是汽车厂商和经销商关注的重点，这也将是厂商高品牌核心 竞争力、培育顾客忠诚度的良好机遇。评价经销商供的各项服务对顾客整体 满意度的影响程度并出改进建议是本文的研究目的。 度量各服务项目对整体满意度的影响程度是通过研究服务项目变量的客观 权重实现的，计算变量客观权重的方法包括类间标准差法、CRITIC 方法以及 Pratt 方法。由于解释变量存在多重共线性问题，本文使用了主成分回归以及偏 最小二乘回归来改善 Pratt 方法中回归模型的估计结果。对以上方法，本文从准 确性、适用性等方面进行了比较分析。 服务项目变量的权重计算结果显示，交车环节、售后服务环节对顾客整体 满意度的影响是最大的。结合满意度分值，本文对经销商服务改善策略进行了 分析，按照服务环节的重要程度出了相应建议。 关键词：新车销售服务；客观权重；类间标准差；CRITIC ；Pratt 度量； 主成分回归；偏最小二乘回归 1 Abstract With the decrease of automobile sales margin, automobile, especially the new one, sales services will gain much more attention from automobile manufacturers and dealers in the competitive market, which is also a good opportunity for the manufacturers to enhance their core brand competitiveness and foster customer loyalty. The objective of this article is to evaluate how much each service could influence the whole degree of customer satisfaction, thus reasonable suggestions could be proposed. Objective weights are used to assess the influence of all the service variables. To assign objective weights to each service variable, three methods are used, including standard deviation between categories method, CRITIC method and Pratt measure. Due to the multicollinearity problem in multiple linear regression, principal component regression and partial least square regression are used to improve the estimation of the model. The comparison among these methods is conducted. Results show that the delivery and post-sale services pose greatest influence on the customer satisfaction. Strategy of improvement