Research On After-sales Service Customer Satisfaction Promotion For ZhongSheng Group

As the rapid development of Chinese automobile market,the automobile after-sales service has become a key point for car dealers to maintain the customer relationships and source of profit.The increasingly heated battle in present auto market make the after-sales service level significant to automobile brand reputation and development foreground of 4S shop.With both numbers of imported brands,joint venture brands enter into Chinese market,and development of Chinese independent brand in automobile industry,auto industry becomes mature and mature,the customers' retention increases a lot.In the meantime,the request of customers to service quality and standard improves increasingly.Especially in first-tier cities,like Guangzhou,service industry is relatively developed.Consumers are with more intense service consciousness.This make more claims on vehicle services.From the point of today's profit model of 4S shop,the present automobile market has been transformed from years-ago sales mode to service mode.After-sales service has responsibility to raise the store's income.The demand of after-sales service absorption rate from brand to 4S shop has been close to 80%.Service process optimizing and service level improving have become important tasks of maintaining customers for dealers.Taking Zhongsheng Group as the research object,based on service quality management concept and customer satisfaction management theory,combining the actual situation of Zhongsheng Group,this paper has researched the whole parts of after-sales service quality improving.Through the analyzing of current status of service capabilities and customer satisfaction,found the existing problems in after-sales service of Zhongsheng Group.Based on a comprehensive understanding of current status of after-sales service of Zhongsheng Group,using the theories of customer satisfaction management and after-sales service management,combining the actual situation of Zhongsheng Group.At present the company has many questions as low levels of overall satisfaction,maintenance efficiency,low satisfaction,low maintenance quality satisfaction and low speed car access these aspects.This paper has improved the customer service process and quality of Zhongsheng Group,made a thorough inquiry in the way of improving customer service management level.In the service quality of maintenance,quality standards should be set maintenance,the establishment of quality assurance system,and enhance the technical strength;transparency in the service process,we must publicize the price,explain the cost;in customer care,to make warranty commitments,Follow-up visits to repair,maintenance reminders;and other measures to enhance customer satisfaction.The problem analysis can optimize the marketing strategy of improving the customer satisfaction.Aiming at the problem of Zhongsheng Group after-sales service satisfaction improvement countermeasures from two aspects:On the one hand is the process management system construction,for maintenance of quality management,maintenance management efficiency,improved repaired,security system,The second is the service consciousness raising,Based on complete customer satisfaction management of the enterprise culture core design and sense of service management system.The research of this paper is expected to play a guiding role for the improvement of the after-sales service satisfaction of Zhongsheng Group,and also can be a reference for other automobile 4S stores.