学位论文原创性声明
本人所提交的学位论文《大众驾校客户满意度测评及提升策略》，是在导师的指导
下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论文不
包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡献的
个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）：
指导教师确认（签名）：
2022年 05月 10日
2022年 05月 10日
学位论文版权使用授权书
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位论文的复印件和磁盘，允许论文被查阅和借阅。本人授权河北经贸大学可以将学位论
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存、汇编学位论文。
（保密的学位论文在
年解密后适用本授权书）
论文作者（签名）：
指导教师（签名）：
2022年 05月 10日
2022年 05月 10日

摘要
随着市场经济的快速发展和人们消费水平的不断提高，驾驶员培训学校市场也面临
着激烈竞争。然而在当下产品同质化严重的驾校市场中，客户需求的多元化、定制化趋
势下不仅要求驾校提供更加完善的产品和更高的服务质量，更要求驾校拥有良好的品牌
形象和更宽、更长的服务链，如何在竞争激烈的环境下，优化服务管理，提高客户满意
度是每一个企业都要思考的问题。
国内外众多学者已经证明了客户满意度研究对企业盈利提高的正面作用，并且认为
通过客户满意度来评估服务质量对提升企业竞争力具有重要意义。因此，本研究以大众
驾校为研究对象，在回顾相关文献的基础上，结合深度访谈的结论，分析了大众驾校的
基本情况，并构建大众驾校满意度模型并提出假设，在此基础上通过对模型进行数据分
析测算各影响因素和客户满意度水平。最后，针对大众驾校客户满意度数据分析的结果
得出，企业需要分别从教练素质、服务水平、差异化定位三个方面提出客户满意度提升
措施。
研究发现目前大众驾校客户满意度具有较大提升空间，为此从教练素质、服务水平、
差异化定位角度提出对策，首先要提升教练素质，设置反馈考核，加强教练的师德教育
和继续教育，通过教练反馈考核机制规范教练行为；其次优化客户服务，提供更多便利，
一方面要优化整体的服务，另一方面还要对客服、教练等服务人员进行服务培训提升；
最后，制定差异班型和收费标准，要进行精准营销，设置丰富的优惠，细化课时和限员
标准。
关键词：大众驾校；客户满意度；测评；提升策略
I

Abstract
With the development of market economy and the improvement of people's consumption
level and living standard, there is fierce competition in driver training school market. However,
in the current market of driver school with serious product homogeneity, the diversified and
customized trend of customer demand requires not only more perfect product and service
quality, but also a better brand image and wider and longer service chain. The problem that
every enterprise should consider is that how to optimize service management and improve
customer satisfaction in the competitive environment.
Many scholars at home and abroad have proved that customer satisfaction research has a
positive effect on the improvement of enterprise profitability, and believe that it is of great
significance to evaluate the service quality through customer satisfaction to enhance the
competitiveness of enterprises. Therefore, this study takes Dazhong driving school as the
research object, based on the review of relevant literature, combined with the conclusion of
in-depth interview, analyzes the basic situation of Dazhong driving school, constructs the
satisfaction model of Dazhong driving school and puts forward hypotheses, verifies the model
through data analysis, and calculates the influencing factors and customer satisfaction level
through the model. Finally, according to the results of customer satisfaction data analysis of
Dazhong driving school, enterprises need to put forward measures to improve customer
satisfaction from three aspects: coach quality, service level and differentiated positioningt.
First of all, we should improve the quality of coaches, set up feedback assessment,
strengthen the ethics education and continuing education of coaches, and standardize the
behavior of coaches through the feedback assessment mechanism ; Secondly, we should
optimize customer service and provide more convenience. On the one hand, we should
optimize the overall pre purchase process after-sales service. On the other hand, we should
train and improve the service of customer service, coaches and other service personnel; Last
but not least, we should formulate different class types and charging standards, carry out
precision marketing, set up rich preferential policies, and refine the class hours and staff
II
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