CZ Company After-sales Service Customer Satisfaction Improvement Strategy

Over the past ten years,China auto market in the rapid development,sales increased dramatically,the automobile brand 4S shops and fierce competition,the traditional automobile sales and service pattern has gradually changed,along with the 4S shop competition between homogeneity and vehicle sales gross margin decline gradually,the 4S shop profits come from sales to after sale service transfer,after sale service importance grow with each passing day,gradually become the 4S shop development powerful pillar,this means that future auto after sale market has tremendous development potential,auto enterprises will put the after sale service as a new battlefield for development,and customer satisfaction is a measure of after sale service standards,more is the impact of after sale service the critical factor of success or failure.This paper to CZ Motor Company as the research object,according to the CZ company for 12 months of the customer satisfaction survey data,analyzed the impact of customer satisfaction on customer service link,company CZ service processes,customer perceived value,satisfaction with Kano model customer satisfaction theory,further analysis of the effects of customer satisfaction and specific factors,mining influence the deep reason of customer satisfaction.On this basis,this paper further from the customer's perspective after sale service process needs to improve and enhance the link,from customer expectations,customer perceived value,customer perceived quality,customer loyalty,customer complaints and other aspects,on how to improve customer satisfaction,improve service quality and puts forward improvement strategy.The conclusion of this paper and put forward the customer satisfaction strategy,to promote 4S shop after sale service level has certain guiding significance.