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当前我国汽车企业都重视顾客的满意度和忠诚度,而顾客不满意状况直至产生抱怨行为却被忽视,进而影响顾客满意度和忠诚度。本文通过对广州市汽车4S店顾客抱怨行为的问卷调查与数据分析,研究了顾客抱怨与顾客忠诚度的关系以及顾客与产品特征对其的影响,并提出有针对性的建议以供我国汽车厂商借鉴。
At present, China’s auto companies attach importance to customer satisfaction and loyalty, and customer dissatisfaction until the complainant behavior has been neglected, thus affecting customer satisfaction and loyalty. Through the questionnaire survey and data analysis of customer complaint behavior in Guangzhou Automobile 4S shop, this paper studies the relationship between customer complaints and customer loyalty and the impact of customer and product characteristics on it, and puts forward some suggestions for our country automobile manufacturers Learn from