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FACTORS THAT INFLUENCE CUSTOMER SATISFACTION IN AUTOMOBILE AREA
Abstract
The main scientific research in the article is to investigate which are the main factors that influence customer satisfaction in the automotive area. The methodology was based on the data collected through customer satisfaction questionnaire. The manufacturer developed the questionnaire and send it to the customers. Step 1: establishing the group that will fill in the questionnaires. Automobile customers from two different countries filled in the two questionnaires sales and service. Step 2: establishing more details about the targeted group. The group of people who was flexible and eager to fill in the questionnaire were customers that received the questionnaire for because they bought a car and others because they got their car serviced. The customers bought or serviced a non-premium brand. All results based on an impressive high response rate. The main findings of the research can be seen in the hypothesis below. The author`s interpretation is that there are lots of factors that influence customer satisfaction in automotive are but not all of them have a big impact. H1: There is a need of measuring the overall customer satisfaction because the index does not only cover the product and the pricing but every activity and function connected with the car after it leaves the production line H2: The purpose is to demonstrate that a continuously improvement of QFD product and design lead to a better Customer Satisfaction. H3: Research shows that customersВ’ decision about acceptance of a definite price has a direct effect on satisfaction and loyalty level. H4: The higher the satisfaction to the dealer, the greater the loyalty to the dealer. Dealer satisfaction is the factor with the highest influence on dealer loyalty. H5: The higher the aftersales service satisfaction, the higher the workshop loyalty. H6: The higher the perceived service quality, the higher the after-sales service satisfaction. H7: The positive effect of satisfaction on loyalty could either increase from normal to a very high level or decrease very quickly in a short period.
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References10
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