| According to statistics from the Ministry of Public Security,as of 2022,the total number of cars in China has increased to 319 million,and the size of the automotive aftermarket service market is also expanding annually with the increase in the number of cars.According to the forecasting industry research institute of Deloitte,by 2025,the size of China’s automotive aftermarket service market will grow to RMB 1.72 trillion.This provides opportunities for traditional automakers such as C Automotive Company to upgrade their services.On the other hand,as consumers continue to demand higher quality aftermarket services,automakers face competition from all-in-one automotive maintenance platforms such as Tu Hu.Therefore,C Automotive Company needs to continuously improve its quality of aftermarket services in order to maintain its market competitiveness and increase its market share.The purpose of this study is to investigate the quality of C Automotive Company’s aftermarket services,identify existing problems,and propose specific strategies to improve service quality,with important theoretical and practical significance.This study adopts the SERVQUAL model as a research framework and conducts a systematic study through the following steps: First,data mining is carried out to extract information that is closely related to service quality and customer concerns from the big data of customer satisfaction with C Automotive Company’s aftermarket services.Second,based on the SERVQUAL measurement table and the services provided to customers in C Automotive Company’s service process,an evaluation index system for service quality applicable to the company is constructed.After that,an electronic survey questionnaire applicable for confirming evaluation indicators is designed,and distributed through We Chat communication groups to car owners of C Automotive Company nationwide to collect their evaluations of the quality of aftermarket services.Then,176 valid questionnaires were scientifically analyzed using the SPSSAU data analysis system.By analyzing the data,the differences in the quality of aftermarket services of C Automotive Company in the five service quality dimensions of the SERVQUAL model were compared.Significant differences were found between actual perceptions and psychological expectations.Next,the five dimensions of tangibility,reliability,responsiveness,assurance,and empathy were analyzed to explore the reasons for the gap in service quality.The results showed that the gap in the tangibility dimension was due to the outdated facilities in the 4S store which led to a poor service quality;the gap in the reliability dimension was due to high aftermarket service fees which led to poor service quality;the gap in the responsiveness dimension was due to low employee service efficiency which led to poor service quality;the gap in the assurance dimension was due to uneven professional skill levels which led to poor service quality;the gap in the empathy dimension was due to poor communication between 4S store staff and customers which led to poor service quality.Finally,specific strategies for improving service quality are proposed around improving 4S store service facilities,standardizing transparent charging standards,and improving human resource management and customer relationship management.The innovation of this study lies in the application of the SERVQUAL model to study how to improve the quality of C Automotive Company’s aftermarket services,using factor analysis to extract the main factors and characteristics of aftermarket service quality,sorting out the evaluation indicators of each service link,constructing a service quality evaluation model applicable to C Automotive Company and analyzing existing problems and their causes through research,and proposing constructive solutions.This study provides a reference for C Automotive Company to improve its service quality and market competitiveness,and also promotes the development and progress of China’s automotive service industry. |
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