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Marketing Essay 代写:顾客满意度与白金汉福特

Marketing Essay 代写:顾客满意度与白金汉福特

本章介绍了整个研究的概述。它着眼于研究的背景,研究问题和目标,研究的理由,研究范围和组织的研究。它还涵盖了公司的背景和一个简短的行业分析。

过去几年里,汽车行业的竞争变得更加激烈,尤其是在全球经济危机中,销售额下降和利润率下降的幅度越来越少。据估计在未来五年及以后,新的汽车将需要更少的服务比以前由于技术进步(SMMT的报告,2010;2002几何教学改进协会报告,)。这意味着经销商和客户之间的因果关系将不再确保在竞争中的盈利能力。经销商已经制定了发展战略,以保持少数客户谁来维修每一个。一个好的实现方式,这是经销商和车库发展综合名单的是哪方面的汽车维修,最重要的是客户和提供一致的基础上,实现客户满意度和忠诚度的影响。这是特别重要的一个行业,客户满意度的服务可能会影响他们的决定,购买他们的下一辆车,同一个经销商,他们的收入和地位的增加。

在过去的三年中,服务质量得到了企业管理者的重视,研究人员和从业人员由于对企业绩效的提高,其影响降低成本、顾客满意、顾客忠诚与企业盈利能力(塞思和Deshmukh,2005)。对汽车维修行业的竞争性质(有很多选择)迫使经销商和企业都来衡量和评价服务质量交付给客户(布朗和比特纳,2007)。这将帮助管理者识别质量问题并帮助煽动质量改善方案,提高客户满意度,和企业的整体绩效(塞思和Deshmukh,2005)。根据胡贝尔和鲍尔(2009)优良的服务是在市场上的主要区别因子在技术上和功能上同质化的产品。尤其是在汽车维修行业有如此多的经销商和车库提供类似服务。红等。(2003)断言,提供优质的服务和客户的满意是当今企业所面临的最重要的挑战。

Marketing Essay 代写:顾客满意度与白金汉福特

This chapter present an overview of the whole research. It looks at the background to the study, research questions and objectives, justification of the study, scope of the study and organisation of the study. It also covers the background of the company and a brief industry analysis.

The automobile industry has become more competitive over the last few years, especially in the midst of the global economic crisis with declining sales and dwindling margins. It has been estimated the over the next five year and beyond, new car will require less servicing than before due to technological advancement (SMMT Report, 2010; AIGT Report, 2002). What this means that the casual relationship between dealers and customers will no longer ensure profitability in the eye of competition. Dealership have got the develop strategies to keep the few customers who do come for servicing every now and then. A good way to achieve this is for dealers and garages to develop comprehensive list of what aspect of the automobile servicing that are most important to customers and to deliver them on a consistent basis to achieve customer satisfaction and influence loyalty. This is especially important in an industry where customer satisfaction with servicing may influence their decision to purchase their next car with the same dealer, as their income and status increase.

Over the last three decades, service quality has gained the attention of business managers, researcher and practitioners because of its impact on improving business performance, lowering costs, customer satisfaction, customer loyalty and business profitability (Seth and Deshmukh, 2005). The competitive nature of the automobile servicing industry (with so many alternatives) has made it imperative for dealerships and businesses alike to measure and evaluate the service quality delivery to customers (Brown and Bitner, 2007). This will help managers to identify quality problems and help instigate quality improvement programs to enhance customer satisfaction, and overall business performance (Seth and Deshmukh, 2005). According to Huber and Bauer (2009) excellent services are the main differentiation factor in markets with technically and functionally homogeneous products. This is especially true in automobile servicing industry with so many dealer and garages offering very similar services. Hung et al. (2003) asserted that, the provision of excellent quality service and customer satisfaction are the most important challenges facing businesses of today.

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