THE CUSTOMER SATISFACTION TOWARD FAW-VOLKSWAGEN IN CHANGCHUN, CHINA

Abstract

With the acceleration of global integration and fierce competition, customer satisfaction has become the goal pursued by every company. In the automotive industry, the homogenization of products is getting higher and higher, the substitutability is getting stronger and stronger, and the service model industry is gradually becoming consistent. Consumer consumption has entered the rational stage from the emotional stage. In such a complex market environment, pure marketing methods can no longer be recognized by consumers. It is especially important to pay attention to and improve consumer satisfaction. This research takes FAW-Volkswagen, Changchun, China as the research object, and uses the questionnaire survey method to explore the relationship between brand image, price, after-sales service quality, product quality and customer satisfaction, and establishes customer satisfaction for FAW-Volkswagen model. The results show that brandimage and product quality have a significant impact on customer satisfaction. Finally, this study proposes suggestions for improving the satisfaction of FAW-Volkswagen's customers.