摘要：汽车已经逐渐成为人们日常的代步工具，特别是近年来，国家为了促进汽车消费颁发了一系列的措施。然而，随着斯柯达汽车销量的上升同时也带动了其4s店服务的发展，斯柯达4S店顾客满意度改善策略的研究直接对斯柯达的经营有着非常重要的意义。在此背景下，本文采用问卷调查、重要性满意度四分图等方法对影响斯柯达4S店顾客满意度的各指标进行分析，区分出四大类指标，，其中有9 个急待改进的指标，分别是服务态度、专业修养、服务及时、配件质量、保养质量、维修质量、人员诚信和投诉处理；2 个竞争优势指标，分别是配件价格、保养价格；2 个等待观察指标：回访调查、短信服务；1 个锦上添花标:自驾游服务。然后根据各大类指标的不同特点分别采取相应的措施从而改善斯柯达4S店客户满意度。

关键词：斯柯达4s店 顾客满意度 重要性满意度四分图

Abstract：As the improvement of peoples’ living standard, automobile has become the basic traffic tool in peoples’ daily life, especially in these years. In order to stimulate the consumption of automobile, China’s government has issued series of policies. Thus， the Skoda automobile consumption leads to great demand for the Skoda 4s shop service. At the same time，the study of the improvement of customer satisfaction in Skoda 4s shop has significance to the successful operation of Skoda . Under this background, this dissertation adopts measures such as questionnaire survey、Importance—Satisfaction Four view to analyze all the indexes. Result shows these indexes can be classified into four categories, namely advantage index、superfluous index、index in urgent need of improvement and index which remains to be seen. And at the end of this dissertation, it provides some measures to improve our country’s automobile service industry accordingly.

Key words：Skoda 4s shop  Customer’s Satisfaction   Importance--Satisfaction Four view