Research On After-sale Service Quality Evaluation And Promotion Strategy Of PKM Corporation

In today's ever changing competitive environment,customer is believed to be the most precious asset for any organization and building a long term relationship between firms,and customers plays essential role for the success of organizations.more and more organizations focus their attention on retaining existing customers rather than attracting new ones,The delivery of after sales service by a company is critical in satisfying customer needs and perceptions,This paper presents an empirical investigation to study the customer satisfaction of PKM Corporation.The study use the NPS(Net Promoter Score)method to design a Questionnaire,Based on the collected data,the author according to the SERVQUAL(Zeithaml and Bitner,1985)theory and 5 GAP Service Quality Model(A.Parasuraman 1988)to measure the quality of the after-sale service,finding the internal management gap and analyzing the deep-seated reasons thru five principal dimensions,namely tangible,reliability,responsiveness,empathy,assurance.Then based on the analysis the author designed a new questionnaire to gather more accurate customer feedback to improve after sales service strategic planning.Of cause,the formulation of after sales operations strategies are often complicated and difficult by numerous criteria,it may be that utilization of 5 GAP Service Quality Model is insufficient to assess the appropriateness of decision alternatives based on these factors.Therefore,5 GAP Service Quality Model analysis alone cannot comprehensively assess the strategic decision-making process.The management should focus on developing after sales service strategies more practical,comprehensive and systematic approach by integrating analysis tools instead of adopting a single.