Research On The Quality Improvement Strategy Of C Company's Automobile After-sales Service

With the increasingly fierce market competition in the automotive industry,the gross profit space of a new car market is further compressed,and after-sales service will become the final decisive place for 4S stores.In addition to high economic profits,after-sales maintenance service plays an important role in enhancing the competitiveness and attractiveness of automobile brands.Through long-term continuous improvement and accumulation of after-sales service,company C has been partially affirmed by customers.However,due to many deficiencies and problems in management,the rate of customers entering the store has declined and the economic benefit of after-sales department has declined.This paper takes the after-sales service quality of C company as the research sample,takes the development status and business environment as the breakthrough point,analyzes the after-sales service quality of C company,and puts forward specific improvement strategies.First of all,through the analysis of the company's internal data,interviews with internal staff,C company's after-sales service status are introduced.Secondly,based on SERVQUAL model,a questionnaire is designed to make 170 customers of C company evaluate the current situation of after-sales service quality of C company.Through the data analysis of the questionnaire,the existing problems are analyzed from five aspects: empathy,assurance,responsiveness,reliability and tangibility,This paper uses Pareto analysis chart to sort out the main problems,and finds that:(1)when and where customers provide services to company C.(2)Whether C company informs maintenance progress.(3)Provide personalized service.(4)C company's handling of complaints is the main problem of C company's after-sales service quality.Based on the causal analysis chart,this paper discusses the main causes of these problems with the staff of C company,and then puts forward suggestions on improving the service quality from two aspects of optimizing the service time of C company and improving the service ability of staff.