文档介绍:SGMSGM
Customer Satisfaction and Loyalty
Measurement
Prepared by
The anization
The anization
BACKGROUND
n SGM missioned The anization to conduct a
year long tracking study to measure the level of satisfaction with
the services provided by SGM Retailers. Concurrent to the above
study, Gallup also conducted customer satisfaction study for the
following SGM divisions: Fleet Account Center(FAC), and After-
sales Service Center (ASC) as well as car quality survey. Gallup
experienced interviewing staff conducted surveys from the above
SGM departments in the year of 1999.
n A large number (over three thousands) of respondents were
interviewed by telephone. Respondents were from many cities and
provinces in China, including GM’s core market in Beijing,
Shanghai, Guangzhou, and Shenzhen.
2 The anization
Outline
Page
l Background 2
l Gallup Approach to Customer Satisfaction and Loyalty
7
n Section 1 Retailer Satisfaction Measurement 13
n Section 2 FAC Satisfaction Measurement 17
n Section 3 ASC Satisfaction Measurement 20
n Section 4 Satisfaction with Car Quality 22
3 The anization
OBJECTIVE
n Measure and track overall satisfaction and loyalty with
SGM Retailer, After Sale Service Center (ASC), Fleet
Account Center (FAC), environment and facilities and
the sales process.
n Determine the key drivers of overall satisfaction with the
above SGM service centers or divisions.
n Benchmark SGM performance in different cities for the
above SGM service divisions.
4 The anization
Three Core Research Questions
n How satisfied are customers with the services received at
SGM Retailer, After Sale Service Center (ASC), Fleet
Account Center (FAC)?
n What are the key drivers of overall satisfaction with the
above SGM service centers or divisions?
n What does SGM need to do in order to maintain its
advantages in some service areas while improving its
performance in other service areas?
5 The