The Impact Of Customer Characteristics Of The Automotive After-sales Service Quality Management

With the arrival of service economy era, the traditional industrial structure hasundergone tremendous changed, mainly its profit structure is changing. Theautomotive industry is no exception, the main source of profit by the traditionalautomotive production technology and its sales turned to after-sales service. Atpresent, the quality of car service was unsatisfactory, According to the userscomplaints data of only automotive quality and service tracking station inChina-China Quality Association National Customer Committee show that after-salesservice complaints increasingly higher and higher in the structure of China’sautomobile industry, taking up more than80%of the total volume of complaints,which indicates that enhance the quality of automotive service is imminent. December15,2011, China Enterprise Reform and Development Research Association andChina’s automobile after-sales service quality evaluation organized the2011(first) carservice general that theme of “enhance the level of quality of service, a better car life", the purpose of which is to promote the healthy development of the automobileindustry after-sales service. In view of this, the automotive service qualitymanagement has become important research questions.This article put forward service quality management model according to Juran’squality management trilogy. Service quality management can be researched in threeareas: the structure and formation mechanism of the service quality, the measurementand evaluation of the service quality, service quality improvement, Which runsthrough the main line of this articleaccording to the service quality perceptual model of Gronroos, service qualitymanagement, including Functional quality management and technical qualitymanagement. Functional quality management is mainly based on service contactelement management, These elements include corporate image, employee behavior,customer psychology, and hardware facilities; Technical quality management ismainly based on service quality improvement possibilities. In this paper, Mainlythrough research affect of customer characteristics to formation mechanism of theautomobile after-sales service quality, making some suggestions for customerpsychology management, promoting functional quality management; According tothe affect of automotive after-sales service industry customer characteristics to automotive after-sales service quality, proposing a set of customer characteristicsindex system, providing easy recognition, targeted, feasible and fast program forcustomers to the automotive after-sales service quality management, optimizing theautomotive after-sales service quality system, promoting technical qualitymanagement.