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Xin Baoxun (Reporter Wu Huan) The results of the 2003 national car customer satisfaction index released by the China Quality Association and the National Users Commission have shown that the Baltic user satisfaction index ranks first and Xiali is the last.
This is the second time that the China Quality Association and the National Users Committee have adopted the China Customer Satisfaction Index Method (CCSI) to evaluate the overall quality level of China's car industry. Included in this year's assessment are Shanghai Volkswagen, FAW-Volkswagen, Changan Suzuki, Shanghai GM, Shenlong Automobile, Tianjin Xiali, Guangzhou Honda, Geely Automobile, Dongfeng Nissan, SAIC Chery, Dongfeng Yueda Kia, FAW Car and 12 other car manufacturers. 20 brands and models, respectively, increased by 3 production companies and 7 brand models compared to 2002. The results of the assessment show that the customer satisfaction index (CACSI) of the Chinese car industry in 2003 was 71.4 points, an increase of 0.3 points from last year.
Ye Bolin, director of the National User Committee, introduced that the China Customer Satisfaction Index Method (CCSI) is a quality measurement method based on China's national conditions and based on China's national conditions based on learning and learning from the American Customer Satisfaction Index (ACSI) method. The outstanding feature of this assessment method is to use customer satisfaction as the quality standard, and based on the user’s specific feelings in the process of purchasing and using the product, and correlating the user’s impressions on product quality, expectations and perceived value, and other factors. A conclusion.
According to the statistics provided by relevant statistics, the market sales of the 20 models selected in this evaluation accounted for 85.6% of the total domestic sales of cars in 2002, which is representative of the industry. A total of 4,411 valid samples were completed in this survey. Compared with 2002, the sample size increased by 47%. Under the condition that the accuracy of the overall parameter estimation is 95%, the error does not exceed 0.03.
The results of this evaluation show that the user's expectation index is higher than the perceived product quality and perceived service quality index, which is higher than 5.2 and 7.8 percentage points respectively, indicating that there is still a certain gap between China's car product quality and service quality and user expectations. Perceived service quality index is lower than perceived product quality index also shows that the pre-sale, sale, and after-sales service of China's sedan products are still the direction of the car companies' efforts to improve. Regarding the quality of car products and services, users have higher satisfaction with driving stability, ease of operation, power performance and appearance, etc., all of which are above 72.2 points. Quality of service, ease of maintenance, size of exterior, quality of paint, fuel economy, seating comfort, cockpit aesthetics, etc. are generally satisfactory. The score is between 68.9-72.2 points. The reasonableness of maintenance fees is the lowest for user satisfaction. The user evaluation score is only 63.2 points. In terms of car reliability, the most frequently occurring problems are tires, shock absorbers, air conditioners, etc., with the ratio being higher than 10%; the ratios of less than 5% refer to steering gears, generators, pumps, meters, and machines. Pumps, booster pumps, etc.; mentioned in the ratio of 5% to 10% is the engine, lights, batteries, brakes, starting motors, oil seals, circuits and gearboxes.
The evaluation results also show that the changes in customer satisfaction of car manufacturers are consistent with changes in market share. The increase in customer satisfaction is large, and the increase in market share is also large; the decline in customer satisfaction is large, and its market share There will also be a big drop. In addition, the user's brand preference also has significant geographical differences. The origin, regional economic development level, and popular trends have become geographically different factors that affect users' choice of brands. There are also regional differences in the nature of the use of cars, such as the higher proportion of private cars in South China, East China and Central China, the higher proportion of official cars in the Northeast, and the higher proportion of commercial vehicles in the Southwest and Northwest China.
From the results of this survey, car maintenance service is still the main part of the user's dissatisfaction, but also the main factor affecting the national car satisfaction index.