Study On A Telecom Service Quality Analysis And Promotion Strategy

Currently in domestic automobile service market, the fierce competition is growing while dealer development is being saturated. Because of the homogeneous competition among the dealer who is dealing with the same brand, their profitability has been losed a lot while falling into price competition. In this background, to develop creative service based on customer value is more helpful to improve profitability, also to obtain advantage in the competition.In this thesis, company Z who is a BMW senior dealer has been diagnosed, so as to investigate how to develop careatve service based on customer value in the competition.The main results are as follows:1. The features of automobile service market, the changes of customer value, the competitive landscape, also the influences to company Z are investigated. View out the necessity to develop creative service based on customer value.2. The service management of company Z is investigated in detail, using tools of SERVAUAL to diagnose the service quality gap. Point out the shortest plate is caused by carelessness to customer value, and the lack of characteristic service is caused by slow response to customer value changing, showing recessive action on customer value development. Proposed to combine targeted improvement with develop creative service based on customer value as the solution.3. Exploratory research adjust customer interface and improve the transparency of information based on the feature of customer participation in service, so as to develop creative service. Customer value oriented management to creative service development, so as to obtain synergistic effect of management, fanally improve profitability.