Research On The Service Quality Improvement Strategy Of Linyi Jinhua Audi 4S Store

Customers select which brand of the car is mainly determined by its quality and quality.For the same brand brand dealers,customers choose to go to that 4S Cars Shop for maintenance and maintenance,mainly because of their satisfaction.For the 4S Cars Shop,in essence,its sales are actually service.This paper first reviews the relevant theories about service quality at home and abroad,and compares and compares the service quality evaluation model and evaluation method.The SERVQUAL scale of the service quality gap model is the theoretical basis of this paper.Then,the data collection and arrangement analysis of the service quality management of Audi 4S Cars Shop in Jinhua,Linyi,found that the service quality management of the Audi 4S Cars Shop in Jinhua of Linyi exists the problem that the service ability and service demand are not matched,the staff's quality is not high,the customer relationship management level is low and the customer satisfaction level is not high.Then according to the SERAQUAL model proposed by Parasuraman and other scholars,the index system of service quality evaluation was constructed,and 300 questionnaires were issued by questionnaire survey,of which 253 were recovered and 214 valid questionnaires were collected,and the service quality of 4S Cars Shop(service perception service expectation)was measured,and the quality of service was evaluated in the five dimensions of reliability,responsiveness,assurance,empathy and tangible.And then we use the methods of interview with employees and managers(93 people)to analyze the gap between managers,quality standards,service trade gap and marketing communication gap,and analyze the differences.Finally,through the above analysis,from two aspects of the importance of the five dimension of service quality and the improvement of service quality based on the gap between the service quality gap and the service quality gap,the countermeasures and suggestions are put forward to improve the service quality of the Audi 4S store in Jinhua,Linyi,including the effective performance examination system of steam design,the standard of standard service price,and the extension of the service quality.After service industry chain,timely handling car owners' complaints,enhancing emotional interaction with owners,and understanding customer expectations from service recovery.This study has a guiding significance for improving the service quality level of 4S shop,and also has reference significance for improving China's automobile service industry.