Research On Service Quality Management Of Jinghong 4S Store Based On Service Quality Gap Model

Jinghong 4S store mainly operates the SAIC Volkswagen brand.SAIC Volkswagen manufacturers have unified management standards for services.Although standard management has cost advantages,it also leads to homogenization of services and lacks its own characteristics.In terms of internal management,in order to save labor costs,the company adopts a system of multiple posts for one person.Although the one person multiple position system can reduce company costs,it has led to insufficient service details,decreased customer satisfaction and loyalty,increased complaints and complaints,and increased turnover of old customers.The above problems caused by insufficient service quality have led to a continuous decline in the company’s market competitiveness and profitability,and the company’s leadership has begun to attach importance to the service quality gap and attempt to remedy it.Therefore,the research in this article has important practical significance for Jinghong 4S stores to strengthen market competitiveness and enhance profitability.Firstly,a SERVQUAL scale for evaluating the service quality of Jinghong 4S stores was developed.It is suitable for this article to analyze the service quality gap of Jinghong 4S stores based on the service quality gap model.Based on the actual operation status of Jinghong 4S stores,this article first developed the SERVQUAL scale for Jinghong 4S stores based on the SERVQUAL scale provided in the literature,combined with in-depth interview materials,and through coding techniques rooted in theory.The scale consists of five dimensions and 21 measurement indicators,including tangibility,supportability,responsiveness,reliability,and empathy.Secondly,it analyzes the service quality gap of Jinghong 4S stores.The conclusion shows that the actual perceived values of the Jinghong 4S store in the five dimensions of service quality are significantly lower than the expected perceived values.The biggest difference is empathy,followed by tangibility,supportability,reliability,and responsiveness.However,the three dimensions that have the greatest impact on customer loyalty are supportability,responsiveness,and reliability.Thirdly,it analyzes the sources of the company’s service quality gap.Using the service quality gap model,focusing on the customer service quality gap that has the greatest impact on loyalty,in-depth interviews were conducted with company executives from the four dimensions of the gap(listening,service design and standards,service performance,and communication)to identify the sources of customer service quality gaps in Jinghong4 S stores,forming a service quality gap source map,and laying the foundation for future countermeasures.Finally,this article provides management suggestions on how Jinghong 4S stores can bridge the service quality gap,mainly including: improving management systems and service recovery systems to bridge the listening gap,innovating service products and service solutions to bridge the gap between service coverage and standards,optimizing training systems and optimizing internal performance policies to bridge the service performance gap,improving customer education and managing service commitments to bridge the communication gap,etc.