A Research On The Operation Of After-sale Remote Service Of Large-scale Medical Instruments

The use of service marketing principles and modern technology to promote the lean and humanized process of after-sales service management system has become the focus of many companies.Building a remote after-sales service system is critical to large medical instrument companies.This article takes GE Healthcare 's remote after-sales service management as a case and explores its current situation,remote service content and customers' satisfaction as well as its improvement measures.Based on these investigations,the thesis aims to find out service management strategy large medical companies have formulated to improve overall scarification degree of customers.Combined methods including literature review,survey research and case study have been utilized in this thesis.It is guided by the principle of integrating theory with practice to investigate the remote service management of medical instrument for large health-care companies.Firstly,the author has identified some basic concepts including medical instrument marketing,after-sales service and service marketing.Based on literature review on theories involving service profit chain,gap model of service quality and service like triangle,the thesis has also pointed out that the essence of developing remote service is to solve external marketing problems via internal controllable operation.By improving service efficiency and value,companies can narrow customers' expectation gap and thereby improve satisfaction degree.Secondly,GE Healthcare has been selected as a case study on remote after-sales service system.The company has long been seen as a model in after-sales management in medicalindustry.Its remote service system is established on the basis of advanced technology and service innovations like techniques,methods and management.In the meantime,however,GE Healthcare performs less effectively on customer relationship management.And its evaluation mechanism and automation degree of after-sales service still needs to be improve.With in-depth analysis,it is found out that root causes to these problems lies in the separation of customer relationship management from whole after-sales service system and operation work.GE Health care is supposed to optimize its after-sales service and synthesis customer relationship management with remote after-sales service system.Finally,the author has also proposed that other large medical companies draw lesson from GE Healthcare and concentrate on improving their after-sales service system.They should establish a customer-oriented service concept,while optimizing remote after-sales service technology.A a close connection between remote after-sales service and on-site service,customer relationship management and after-sales management,need to be enhanced as well.