Research On The Strategy Of Improving After-Sales Service Satisfaction Of D Automobile Company In Suzhou

Since the reform and opening up,especially after China’s accession to the WTO,the domestic economy has developed rapidly,the number of cars and drivers has increased sharply,and has remained in the forefront of the world for many years.According to the statistics of the Ministry of public security,the number of motor vehicles in China reached 395 million in 2021,with a year-on-year increase of 6.2%.The rapid growth of car ownership has laid a solid foundation for the development of automobile after-sales market,and the scale of automobile after-sales maintenance market has increased rapidly.Due to the increasingly fierce competition at the front end of sales,the sales revenue of new cars at the front end of sales decreases sharply.The revenue at the after-sales end has become an important source of revenue for automobile dealers.The growth of after-sales revenue lies in the growth of customers,and the growth of customers comes from the growth of customer satisfaction.How to improve customer satisfaction of after-sales service under the new situation has become an important topic.Using the methods of literature analysis,comparative analysis and SWOT analysis,combined with the relevant theories of customer satisfaction,this paper studies the current situation of internal customer satisfaction management of D company’s dealers in Suzhou.Taking this as the object,combined with the knowledge of customer perception theory,4C theory and customer loyalty theory,this paper analyzes the problems and causes in the current customer satisfaction management,and formulates improvement countermeasures to improve the after-sales service satisfaction in Suzhou,It also puts forward the strategic guarantee for the improvement of customer satisfaction,improves the stickiness of the dealers in Suzhou,increases the return frequency and after-sales output value of the customers,ensures the sustainable and stable development of the dealer network in Suzhou,and gives back to the customers of the brand D company in Suzhou with better service.Based on the research on the management of after-sales customer satisfaction of automobile dealers in Suzhou of company D,this paper attempts to share and expand the whole region and the whole country through the joint efforts of 14 dealers.It can be used as a reference for improving customer satisfaction,brand image and customer maintenance of automobile after-sales service.