The Countermeasures To Improve After-sales Service Quality Of A Household Appliance Company Based On Customer Satisfaction A Study

Mature products in today’s home appliance industry tend to be consistent in function and quality,the technological gap between products is getting narrower,and the difference in quality itself is getting smaller.With products gradually moving on to the road of development of intelligent,high-end,and healthy,home appliances market competition is intensified.All electric enterprises should not only have new breakthroughs in product innovation,but also have higher requirements in after-sales service.Since current products are seemingly homogenized,the difference between after-sales service quality is an important factor to determine the market position.Gaining post-sales service level will lead on to improving customer satisfaction and winning the praise of consumers.Customer Satisfaction(CSAT)is an important indicator to measure the quality of enterprise after-sales service,shows the comparison between the service value actually felt by customers and their expectations in the process of after-sales service.Nowadays,there are still remaining problems in the after-sales service industry.The complaint rate of household appliance after-sales reported in "315" every year is arresting.In the background of big data,consumers ’ anticipation for product security becoming severely high.Improving service quality is an important means for household appliance enterprises to stand out in the market.Hence,the study for A household appliance company to improve customer satisfaction shows great necessity.This study takes A household appliance Company as the research object,based on service quality theory,customer satisfaction theory and job analysis theory.SERVQUAL model was used to design the questionnaire,which reliability and validity was tested.Customer satisfaction was investigated to reflect the after-sales service quality of A household appliance Company.Combined with the interview method,this thesis conducted an investigation on the after-sales service of A household appliance Company,unveiling the current problems such as poor initiative of after-sales staff,lack of professionalism of engineers,want of service attitude of after-sales staff,lack of promptness of after-sales service,and the dissatisfaction with costs.In the meantime,digging the causes of the issues above,including the lax management of outsourcing system,lack of independent management rights of the contracted service providers,low level of staff recruitment,inadequate training,neglecting of after-sales information feedback etc.The corresponding countermeasures have been listed as well,mainly include: standardize after-sales service management,optimize the current after-sales service system,strengthen professional training and management of engineers,improve the cost transparency system,etc.Specifically,to improve the after-sales service quality of A household appliance Company,a standardized after-sales service audit mechanism must be established,the management and training of after-sales outlets and engineers should be strengthen,optimize the process,improve the engineer’s professional level and service quality,set up a remote after-sales service maintenance system,strict cost management,implement hierarchical service for customers to meet the needs of different customers.Lastly,the supporting measures for implementing the countermeasures are put forward.Above all,this thesis intend to improve the after-sales service quality of A household appliance Company through the study of after-sales service,so as to improve customer satisfaction,bring better income for A household appliance company,and may provide some reference for future household appliance enterprises.