Prediction of Customer Satisfaction level in after-sales service in automotive industry- Dealers in Saipayadak Co.

Based on the competition and product variety in the automotive industry, auto makers require to achieve capability to respond properly to customers and their competitors. The special position of after-sales service in automotive industry and also maintain the existing customers and attract the new ones, makes the prediction and measurement of customer satisfaction as a must in this industry.

In this paper, using prediction approach in futures studies, has made us firstly to identify the influential factors on customer satisfaction. Then the customer satisfaction level has been predicted and analyzed in after-sales service of dealers in an automotive manufacturer.

The statistical population includes the dealers of Saipayadak Co. The statistical sample includes 14486 of after-sales service dealers in the period of April 2017 to June 2017. Independent variables, after extracting through literature review, were finalized using brainstorming and fishbone diagrams. Statistical analysis and prediction was performed using stepwise regression method with coding in RStudio software.

By using data mining method, the customer satisfaction score in after-sales service of dealers in Saipayadak Co. has been predicted with 80% accuracy.

By knowing the customer satisfaction level, auto makers can define quality improvement projects and move toward to competitiveness desirably.