| China's auto market has a relatively short history compared with foreign auto markets,it is still in the initial stage of development.However,due to the rapid development of China's automobile industry in recent years,the number of private cars owned by families has increased rapidly,which has become an important part in the development of the automobile market.According to data released on the website of the National Bureau of Statistics,by the end of 2019,there were 250 million civil cars in China,of which 220 million were owned by private vehicles.In addition,with new car sales exceeding 20 million a year,total ownership will continue to grow gradually.By the end of 2019,the average age of passenger cars will be6 to 10 years,and their age structure will tend to be aging,the focus and profit source of the automobile industry is gradually moving from the automobile sales to the after-sales service,which has a huge demand for automobile after-sales service,and also makes the development space of the automobile service market broad.Therefore,the management research on automobile maintenance market and related enterprises will have a huge impact on the benign development of China's automobile industry.Based on SERVQUAL service quality evaluation scale and method,this paper takes customers from Lida Auto Maintenance Company as the research object,based on the actual service situation of the enterprise,the questionnaire for Service Quality of Lida Automobile Maintenance Company was made.The questionnaire evaluates the vehicle maintenance service quality of the enterprise from 5 dimensions and a total of 22 test indicators,Excel software was used to analyze the data of 108 valid questionnaires collected from the survey,the analysis shows that Lida Automobile Maintenance Co.,Ltd.has low scores in five dimensions of service quality,including responsiveness,reliability and empathy,the main manifestations are as follows:the service staff lacks service consciousness;service system and process are imperfect;low level of service informatization.According to the three dimensions with low scores and the satisfaction degree of customers to the automobile maintenance service quality of the enterprise,the corresponding countermeasures andsuggestions are put forward:it mainly includes enhancing service timeliness and accuracy;improving the key process of maintenance service;enhancing the professional knowledge and ability of employees,organize staff training and assessment regularly,strengthen service supervision.Starting from the two aspects of theory and practice,combined with empirical research,it analyzes the specific problems in the process of service,and clears about the aspects of being further enhanced customer service satisfaction,eventually to improve and perfect the service process and system.At the same time,combined with the strategic objectives of the company's development,the company will stabilize the service direction of comprehensive and special automobile maintenance.Under the guarantee of the company's hardware conditions,to provid theoretical guidance and strategic support for the company's long-term development and market expansion,it will strengthen the construction of personnel management and service quality. |
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