A Research On Service Quality Of Automobile 4S Store

As automobile 4S stores become the main channel of car sales and after-service, service quality has become the core competence. In this paper, a multidimensional and hierarchical service quality model is used in the automobile 4S store. After literature review and careful qualitative study, a multidimensional and hierarchical service quality model of 4S store is constructed. This paper also analyzes how the dimensions of service quality influence customer satisfaction. The paper tests and verifies the multidimensional and hierarchical service quality model,and tests some hypothesis,then reaches the results as following:(1)The automobile 4S store service quality is a multidimensional and hierarchical model. In proposed model, service quality is the higher-order factor above three primary dimensions (interaction quality, environment quality, outcome quality),and the three primary dimensions are consisted of different sub-dimensions, interaction quality is consisted of attitude, behavior and expertise, environment quality is consisted of layout and equipment; outcome quality is consisted of recovery, punctuality and valence. This proposed model reveals that customers aggregate their evaluations of the sub-dimensions to form their perceptions of an organization's performance on each of the three primary dimensions. Those perceptions then lead to an overall service quality perceptions.(2) The main dimensions have direct impact on the customer satisfaction. Outcome quality has the greatest impact, followed by interactive quality and environment quality. Outcome quality and interactive quality belong to promoting factors, whereas environment quality belongs to hygiene factor.(3) The sub-dimensions also have direct impact on the customer satisfaction. Valence has the greatest impact, followed by expertise and attitude.