A Research On Service Quality Evaluation System Of Auto 4S Store After-Sales Based On SERVQUAL

With the stimulation of the reform and open policy and China's accession to the WTO, China's auto industry has been developing very rapidly and is becoming an important pillar industry of national economy. Increasingly fierce competition in the auto market makes the car manufacturers focus profitable growth on after-sales service, the service quality of after-sales has become the key for the car manufacturers to stand out in the fierce competition. However, as a bridge between the car production and consumption market, auto 4S stores, there still exists many problems during the process of after-sales, such as the lack of talents, poor service idea, low level of mechanic's technology, which has been seriously hampering the development of auto 4S Stores even the entire auto industry. So establishing an evaluation factor system of service quality for auto 4S Stores after-sales will give a perspective future to auto 4S Stores even the entire auto industry.Firstly, the paper reviews the relevant theory of service quality and after-sales service at home and abroad, analysis and comparison evaluation models and evaluation methods of service quality, finally determine the service quality gap model and SERVQUAL scale as the theoretical basis. Secondly, the paper verifies the feasibility of evaluation application of original PZB SERVQUAL scale in auto 4S store after-sales, and using the literature summarized, expert interviews, survey methods, designs the service quality evaluation scale and theoretical model of auto 4S stores after-sales which combines with the service elements summarized from the after-sales service blueprint. Thirdly, the paper does the empirical research regard S haoxing Honda, Toyota, Ford 4S stores as respondent and uses confirmatory factor analysis to verify and correct the service quality evaluation scale and theoretical model of auto 4S stores after-sales, and ultimately come to 25 evaluation indicators of service quality and six dimensions including tangible, reliability, response, assurance, empathy and professional specification, at last calculates three 4S stores service quality score.By the results analyzed from the customer perceived service quality data, it exposes many problems such as 4S stores cannot provide customers with personalized services to meet customer needs, 4S stores pay less attention on customers, facing the complaints, they cannot give satisfactory answers to customers, poor skills of mechanic, 4S stores lack of faith issues. To solve these problems, this paper proposes to establish industry standards, improve laws and regulations, enhance the skill training of mechanic, design an effective performance appraisal system, regulate the service price standard, extend after-sales service chain, deal with the complaints from customers timely, strengthen the emotion interaction between 4S stores and customers and so on. This paper has guiding significance of improving the level of service quality of auto 4S stores after-sales and has reference significance of improving the level of service quality of auto industry.