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Table of Content
Abstract II
Chapter 1 Introduction 1
1.1 Global Automobile Industry 1
1.2 The Automobile Industry in China 4
1.3 Company Profile (Volkswagen AG) 6
1. 4 Development of Volkswagen 6
1. 5 Volkswagen in China 7
1.6 Rationale of the dissertation 11
1.7 Aims and Objectives 12
1.8 Structures of Dissertation 12
Chapter 2 Literature Review 14
2.1 Literature review overview 14
2.2 Consumer Satisfaction 14
2.3 Service Quality 15
2.4 Customer Satisfaction and Service Quality 18
2.5 SERVQUAL Framework 18
2.6 Results with SERVQUAL Framework 20
2.7 Critics on the SERVQUAL Framework 22
2.8 After Sales Service Quality 24
2.8.1 Definition 24
2.8.2 The Relationship between After Sales Service Quality and Profitability 24
2.8.3 Influencing Factors of After Sales Service 25
2.8.4 After Sales Service in China 26
2.9 Conclusion 29
Chapter 3 Research Methodology 31
3.1 Introduction 31
3.2 Research Methodology 31
3.2.1 Primary and Secondary Data Analysis 31
3.2.2 Research Methods – Qualitative versus Quantitative 32
3.2.3 Research Objective 32
3.2.4 Choice of Research Method 33
3.2.5 Rationale of Research Method 35
3.3 Practical Application of Research Methods 37
3.3.1 Rational for Choosing SERVEQUAL model 37
3.3.2 Design of Questionnaire 37
3.3.3 Data Collection 39
3.3.4 Data Analysis 40
3.3.5 Target Respondents 41
3.3.6 Target Sample Size 41
3.3.7 Location of Research 42
3.3.8 Time Frame of Research 42
3.3.9 Ethical Consideration 43
3.3.10 Validity of Research Results 44
3.4 Limitation of Research 44
3.5 Conclusion 45
Chapter 4 46
4.1 Overview of this Chapter 46
4.2 Planned VS Actual Situation 46
4.3 Results for Each Question 47
4.3.1 Personal Information 47
4.3.2 Tangibles 50
4.3.3 Reliability 57
4.3.4 Responsiveness 62
4.3.5 Assurance 66
4.3.6 Empathy 70
4.3.7 General Customer Satisfaction 74
4.3.8 Open-ended Questions 82
4.4 Analysis 83
4.4.1 Personal Information 83
4.4.2 Tangibles 83
4.4.3 Reliability 84
4.4.4 Responsiveness 85
4.4.5 Assurance 86
4.4.6 Empathy 87
4.4.8 Open-ended Questions 88
4.5 Key Finding 88
Chapter 5 Conclusion 90
5.1 Chapter Overview 90
5.2 Conclusion 90
5.2.1 The Aims and Objectives of this Dissertation 90
5.2.2 Evaluation of this Dissertation 91
5.2.3 Research Results 92
5.2.4 Key Points of this Dissertation 92
5.3 Recommendation 95
5.3.1 Service Quality of Receptionist 95
5.3.2 Service Quality of Technicians 96
5.3.3 Enhancement of Facilities 96
5.3.4 Membership 96
5.4 Suggestions for Future Research 97
5.5 Conclusion 98
References 99
Appendix 1 112
Questionnaire Survey 112
Section 1 Personal Information 112
Section 2 Tangibles 113
Section 3 Reliability 114
Section 4Responsiveness 114
Section 5 Assurance 115
Section 6 Empathy 116
Section 7 General Customer Satisfaction 116

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