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本文的目的是发现售后服务客户满意度与北京大众的，并提供建议，为大众改善售后服务。这项研究使用的SERVQUAL模型来衡量客户满意度，并探讨哪些方面（S）的客户将得到最满意的，哪些方面（），他们将最有价值的。
SERVQUAL模型被起诉衡量客户满意度，其中包括五个方面：有形性，可靠性，响应性，保证和同情。有形涉及有关外观方面。可靠性是公司保持业务的预期一致和准确的能力。响应被定义为是否和多大程度上为客户提供坚定的帮助，及时的服务。保证涉及到服务提供商的知识和礼仪“通过提高员工的方式带来的信任和信心的能力”。同情表示“关怀，个性化关注的公司提供其客户”。
被采用的定量主数据分析。网上问卷调查来收集数据。这项研究的目标群体是大众谁拥有保持其在汽车大众的4S服务中心经验的客户。收集一百五十份有效问卷。
The purpose of this dissertation is to discover the customer satisfaction with Beijing VW’s after sales service, and offer suggestions for VW to improve its after sales service.This research used the SERVQUAL model to measure customer satisfaction and to explore which aspect(s) customers would be most satisfied with and which aspect(s) they would be most valued.

SERVEQUAL model is sued to measure customer satisfaction, including five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. Tangibles involve aspect about the outward appearance. Reliability is the company’s ability to keep the service expectation consistent and accurate. Responsiveness is defined as whether and how much a firm providing customers help and service in time. Assurance involves the service providers’ capability of bringing trust and confidence by way of improving the staffs’ knowledge and etiquette. Empathy indicates ‘caring, individualized attention the firm provides its customer’.

The quantitative primary data analysis was employed. Online questionnaire survey was used to collect data. The target group of this research is customers of VW who has the experience of maintaining their cars in VW’s 4S service centre. One hundred and fifty valid questionnaires were collected.

Data showed that assurance and responsiveness have the highest customer satisfaction, while reliability has the lowest customer satisfaction. The customer satisfaction of inner environment is highest, while the membership has the lowest customer satisfaction. The attitudes of technicians and receptionists are uncovered to be influential to customer dissatisfaction, while regular inspection, range of repaired service, quality of maintenance, and facilities would lead to the most positive influence on customer satisfaction. The most influential aspect is reliability, whereasthe least influential respects included empathy and tangibles.

Based on such results, the recommendations for BeijingVW is toenrol more experienced receptionist, and technicians, and conduct employee training. The facilities of Beijing VW’s 4S service centre are recommended to enhance so that customer experience would be improved. Besides, certain loyal program should be offered to enhance the membership and to improve customer satisfaction.

However, it should be noted that the resources and time are limited. In addition, the researcher stayed in the UK, whilst the data was collected in China. Therefore, such conditions result in the limitation of this research, including the representativeness of this research.Moreover, online questionnaire survey was employed, which would confine the types of participants.

For future research, the degree on how different dimensions of customer satisfaction would impact customer loyalty should be explored. Moreover,the influence of personal characters on customer satisfaction in the automotive industry could be examined.
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