Research On Improving Strategy Of FAW-Volkswagen Audi Customer Satisfaction

Customer satisfaction as core content of enterprise after-sale service management,has been paid more and more attention by major auto companies.FAW-Audi is a luxury car brand and a sub-brand of FAW-Volkswagen in China.FAW-Audi has always been placing a very important position on how to improve Audi customer satisfaction,and strives to further enhance the market competitiveness of Audi brand by providing Audi customers with satisfactory products and services.This paper takes FAW-Audi customer satisfaction as research object.It is based on customer satisfaction theory,marketing theory,fishbone diagram method and other related theories and methods.It conducts a detailed study on improvement strategy of FAW-Audi customer satisfaction.Firstly,it analyzes development status and the status quo of FAW-Audi customer satisfaction,and analyzes the problems existing in FAWAudi customer service.It points out that the Audi appointment service process needs to be optimized,and the communication skill of service personnel needs to be improved.Main problems existing in the service of FAW-Audi are analyzed and corresponding reasons are analyzed.Secondly,the FAW-Audi user satisfaction improvement plan is designed.This plan uses the service marketing theory to focus on the external macro environment,industry competition environment and internal micro environment background of FAW-Volkswagen,especially the impact of the covid-19 on the automobile industry,and strives to give full play to the advantages and opportunities of FAW-Volkswagen.From the aspects of product quality and product service quality,publicity content and publicity channels,customer service process and customer service quality,etc.,focusing on improving the customer satisfaction of FAWVolkswagen Audi users.Specifically,in the product quality and product service quality improvement plan,through technology to improve product quality and product service quality,making the short-term and long-term goals of FAW-Volkswagen product development,and implement Audi’s overall strategy and design concept.In the publicity channel optimization plan,combined with the domestic publicity strategy of luxury car brands,the FAW-Audi brand image building team was established to formulate work plans and work goals,optimize publicity content and expand publicity channels.In the customer service process optimization and customer service quality improvement plan,establish the "customer-oriented" service concept,enhance the service awareness of Audi dealer sales personnel,and create a high-end Audi dealer showroom overall environment.Luxury properties,make full use of digital marketing tools to meet the individual needs of consumers.Finally,the implementation of this plan is ensured from the aspects of improving independent research and development capabilities,dynamically adjusting product promotion channels,regularly training service personnel,and improving the layout of exhibition halls.By arranging and analyzing the results of the FAW-Volkswagen Audi user satisfaction survey in 2022,the FAW-Volkswagen Audi user satisfaction improvement strategy plan was evaluated.The satisfaction of Audi users will be effectively improved by implementation of this strategy.The stickiness of Audi users will be enhanced.The scale of Audi potential customers will be continuously expanded,and the sales and turnover of FAW-Audi will increase.