Research On After Sales Service Quality Evaluation And Promotion Strategy Of A Company

With the development of economy and science and technology,the core technology differences between the same type of enterprises in equipment manufacturing enterprises are narrowing day by day.The competition among enterprises begins to shift from product equipment competition to after-sales service competition.Many equipment manufacturing enterprises also begin to develop the after-sales service business of equipment as an independent business.At the same time,the industry standard of after-sales service quality in the equipment manufacturing industry has not yet been formed.Many enterprises are confused that they want to improve the after-sales service quality,but they don’t know what the current level of after-sales service quality is and what aspects should be improved.The equipment manufacturing company A was taken as the case study object,uses SERVQUAL theory,combined with entropy weight TOPSIS analysis method,and tries to study and solve this puzzle through case study method,comprehensive evaluation method and other research methods.Starting from the problems existing in the after-sales service quality of company a,taking the after-sales service quality of company a as the research object,combined with the characteristics of the times and the reality of the industry and enterprise in which company a is located,this paper expands SERVQUAL theory,adds informative and remedial dimensions,and constructs an after-sales service evaluation system in line with the reality of company a,including seven dimensions and 21 indicators.The horizontal and vertical index data required for the evaluation research under the evaluation system are obtained by means of questionnaire survey and internal data collection.The entropy weight TOPSIS analysis method is used to analyze the index data.Through the relative closeness data,the horizontal and vertical overall impression of after-sales service quality of company A is obtained;Through the combined analysis of relative closeness and weight,it is concluded that in 2022,if company A wants to continue to improve the after-sales service quality,it needs to focus on the quality and timeliness of parts delivery,customer care and positive response.If it wants to maintain a leading position in the industry competition,it needs to pay attention to online purchase and high-end equipment investment.Through the analysis of the reasons behind the poor performance indicators,this paper puts forward a series of suggestions to improve the parts supply and storage system,improve the after-sales service engineer training system,and continuously improve the information system.Based on SERVQUAL scale theory and combined with the reality of the industry and enterprise in which company a’s after-sales service is located,this paper updates the scale in line with the characteristics of the industry and the times,which has a certain theoretical supplementary significance.At the same time,it also has a certain reference significance for the after-sales service evaluation system of relevant enterprises in the same industry.