Research On The Improvement Of After-Sale Service Quality Of Lanzhou Star Mercedes-Benz4S Dealership

With the rapid development of the domestic automobile industry,the policies of driving restriction and purchase restriction have been launched in many cities.The whole automobile industry is facing the current situation of increasing sales pressure and declining profits,so the importance of after-sale service business of automobile4 S stores has become prominent,and gradually attracted the attention of the management.In recent years,the overall performance of Lanzhou Star Mercedes-Benz 4S store shows a steady growth trend.However,through the analysis of the customer satisfaction survey report of the company’s after-sales service,it is concluded that the customer satisfaction is relatively low based on the quality of after-sales service,which further affects customer loyalty and causes the corresponding risk of customer loss.Therefore,Lanzhou Star Mercedes-Benz 4S Store urgently needs to upgrade its after-sales service quality and current management mode,so as to maintain and enhance its sustainable competitiveness in the industry.This paper first describes the current situation of after-sales service management of Lanzhou Star Benz 4S Store.By combining the real feedback results of customer satisfaction survey,it deeply analyzes the specific factors of after-sales service quality that lead to low customer satisfaction of Lanzhou Star Benz 4S Store,so as to determine the direction of service quality improvement.Then,according to the actual business situation of Lanzhou Star Benz 4S Store,the design of personalized after-sales service process,adjust pricing and increase the strength of after-sales service projects,improve the performance appraisal mechanism of after-sales service staff,strengthen customer relationship management,improve the quality of after-sales service,and ensure customer loyalty.Finally,the total quality management method and Deming PDCA cycle method are applied to reasonably control and supervise the after-sales service quality,so as to continuously promote the improvement of after-sales service quality.This paper is of great significance for improving customer satisfaction of Mercedes-Benz dealers based on after-sales service quality and realizing personalized and professional after-sales service management.