汽车4S店顾客满意度模型及其实证研究——以天津丰田汽车4S店为例

构建了以感知硬件质量和感知软件质量为外生变量,以感知价值和顾客满意为中介变量,以重复购买意向和正面口碑相传为结果变量的汽车4S店顾客满意度模型,并对其进行实证检验,研究发现:感知硬件质量对购后行为意向没有显著的直接影响,而是通过感知价值和顾客满意间接作用于购后行为意向;感知软件质量只对重复购买意向有显著的直接正向影响,同时也会通过感知价值和顾客满意对购买行为意向产生间接的作用;感知硬件质量对顾客满意的作用力最强;汽车的外观设计与感知硬件质量的相关性最强;供应的零配件质量与感知软件质量的相关性最强。

An Empirical Research of the Automobile 4S Dealers' Customer Satisfaction Model:Taking Tianjin Toyoda Automobile 4S Dealer as An Example

This paper builds the automobile 4S dealers＇ customer satisfaction model with perceived hardware quality and perceived soft quality as exogenous variables, perceived value and customer satisfaction as intermediary variables, repeat purchase intention and positive word-of-mouth as result variables. The empirical study finds： perceived hardware quality has no significant direct effect on post-consumer behavior intention, but has an indirect role by perceptive value and customer satisfaction; perceived soft quality has only a directly significant positive effect on post-consumer behavior intention, and has also an indirect role by perceptive value and customer satisfaction; perceived hardware quality has the strongest influence on customer satisfaction; the correlation between automobile appearance design and perceived hardware quality is the strongest; the correlation between spare parts＇ quality and perceived soft quality is the strongest.