Promotion Research On Customer Satisfaction Of ABH Audi 4S Dealer After-sales Service

With China's economic take-off,people's income levels continue to improve,the demand for cars is also more vigorous.As the demand for the market explosive growth,China's auto industry has made considerable progress,especially in the past 10 years of rapid development,the current auto industry has become China's national economy pillar industry.Vehicle 4S dealer as the terminal of the automotive industry,directly in the face of consumer,highlighting the status of the automotive industry chain,has become the major battleground of all vehicle brands.Once introduced,the vehicle 4S dealer of major vehicle brand mushroomed to build up.Because of the intensification of competition,the competition of the automobile industry has gradually shifted from the "product-centric" model to the"customer-centric" model,and the customer resources are the most important core resources of the enterprise.Faced with such a fierce competition,the vehicle 4S dealer is bound to understand and meet customer needs,and continuously improve the level of service,to provide customer satisfaction in the market competition to become an important weapon in the advantages.Customer satisfaction,the product of free competition under the market-oriented economy,the embodiment of people's economic life benefit,and also the valuable intangible assets of auto 4S dealer,has become an important measure standard of 4S dealer overall operation quality.For the auto 4S dealer,how to improve customer satisfaction has become particularly important and urgent.In recent years,ABH Audi 4S dealer has achieved some success in company operation,but with the intensification of market competition,ABH Audi 4S dealer must change its service concept as soon as possible,so that it can make the business focus moving on customer-centric service and improving customer loyalty,thus to establish a lasting competitive advantage in the auto after-sales service industry.Based on the after-sales service of ABH Audi 4S dealer as research carrier and the American Customer Satisfaction Index Model(ACSI),this thesis develop the customer satisfaction evaluation system of ABH Audi 4S dealer,on the basis of fully comparisons and lessons from the Swedish Customer Satisfaction Index Model(SCSB)and the European Customer Satisfaction Index Model(ECSI).Through a large number of surveys and data collection,the research find the key factor which are obstacles to ABH Audi 4S dealer after-sales by integrated use of the basic theoretical approach of strategic management,process management and customer satisfaction.Finally,from the aspect of process enhancing,staff management,customer expectation,experienced quality,experience value and customer complaint,this thesis conclude the proposal on customer satisfaction improving that also has a certain theoretical value and practice for auto 4S dealer business development.At present,many scholars at domestic and abroad will introduce different evaluation models into the analysis of customer satisfaction in the application of examples,often make a evaluation of the evaluation of uncertainty,resulting in the final evaluation results can not truly reflect the reality.It is of practical theoretical significance to avoid such uncertain research.In addition,for the vehicle 4S dealer,through the evaluation of satisfaction,is conducive to continuous improvement and innovation services,an accurate understanding of customer expectations and the quality of service provided by the current gap,to take relevant improvements,targeted to enhance customer satisfaction,so the study of after-sales service satisfaction has a certain practical significance.