Research On The Lost Customers Of SKODA 4S Stores In After-sales Service

As China’s economic growth slows and imbalance of automobile market between supply and demand, the major automobile brands and 4S stores will face more harsh competition and integration. Customer service, which is the major source of 4S stores’ current profitability, is becoming more and more important. However, a range of policy to change automotive aftermarket is approved and a wash of capital was sent into automotive aftersales market, the competitive environment which 4S store faced is more and more severe. In particular, the phenomenon of customer loss in Auto Aftersales aggravates, severely impacting the survival and development of the 4S stores.Service is a kind of intangible goods. Its characteristics decide abundant marketing modes, constantly creating and optimizing various competitors and updating and changing in the competitive environment. The auto after-sales service operators use the characteristics of service to foster innovative thinking, as well as capture market share. Because market competition intensifying, the auto after-sales service has gradually stayed focused on the customer instead of product as the center focus,dominating the market-driven model with the customer oriented and relationship oriented. Therefore, customer loyalty has become the major challenge of enterprises as well as the important strategic choice to cultivate the core competitiveness of service enterprises. Therefore, auto 4S stores must protect the existing customer base, improve customer loyalty, and reduce customer loss. This article summarizes the factors influencing 4S store customer churn by researching the literature. In addition to customer satisfaction factors which usually be paid more attention to, relationship trust and switching costs are also key factors that can not be ignored.SAIC Volkswagen Skoda, as a car venture in China, is fast developing. The 4S store dealers of Skoda are also facing far worse problem of customer loss, which is affecting the Skoda’s steady and rapid development and profitability of dealers. In this paper we take Skoda in Central China District as an example. The current status of Skoda customer relationship management and the dealer condition were deeply dissected. By telephone, questionnaire survey and customer data on hand, we summarize the key elements resulting in loss of after-sale customers in Skoda 4S stores. Through the research of external competition environment change, combining with the status of the 4S stores’ own customer management, this paper proposes that Skoda 4S stores should be change market positioning.At present, domestic and foreign scholars are mainly concentrating in the trading level to improve 4S store customer loss, research in the relational level is almost blank. According to the price, location, relationship maintenance and other loss main factor, we put forward specific solutions at three aspects that influencing customer loyalty:customer satisfaction, relationship trust and switching costs. According to the features of after-sales service of Skoda 4S store, they can improve customer perceived value and improve customer satisfaction by service visualizing. By maintain relations and relationship marketing,4S stores can obtain customer trust. Improving switching costs will retain customers. Eventually, customer loyalty is formed. At the same time, in order to ensure the efficiency and execution of customer relationship management, we should carry on the improvement of customer classification management and internal management.