Evaluation And Promotion Strategy Of Automobile Sales Service Quality Of S Company

The saturation of automobile consumption market intensifies the competition of major automobile manufacturers for market share,and the automobile dealers downstream of the supply chain also carry out cruel competition for survival.The improvement of service quality can effectively help dealer enterprises beat other competitors and obtain more orders.However,how to comprehensively evaluate the service quality is the first step to improve the service quality.The automobile dealers subject to the automobile manufacturers lack effective evaluation tools.Therefore,it is of great significance to build a comprehensive set of automobile sales service quality.Through combing the existing literature,it is found that the evaluation of automobile sales service quality is a subdivided field of service quality research.From the perspective of customer perception,there are few studies on service quality evaluation from automobile sales service process.With the help of grounded theory analysis method,this study deeply analyzes the influencing factors and internal relations of automobile sales service quality,so as to construct the evaluation model framework of automobile sales service quality;Then,the analytic hierarchy process and entropy weight method are used to calculate the subjective weight and objective weight of the evaluation model,and the distance difference function is used to calculate the comprehensive weight,so as to complete the construction of the automobile sales service quality evaluation model.This expands the research perspective of automobile sales service quality evaluation to a certain extent.At the same time,it also provides a new idea for the development of service quality evaluation tools.The study found that the automobile sales service quality is a multi-level and multi-dimensional evaluation model.It consists of four dimensions: service standard,service response,service scenario and service guarantee,and contains a total of 21 evaluation indicators.According to the evaluation model,this study designs a questionnaire on the quality of automobile sales service,which is distributed to the customers of S company.Based on the collected data and the problems existing in the actual operation of S company,this paper puts forward five targeted strategies to improve the quality of automobile sales service.