| With the development of automobile industry,the competition of automobile commercial market is more and more fierce,and the profit of automobile sales market is more and more difficult.In contrast,the automobile after-sales market still has a great space for development,and after-sales service of the automobile is attracting more and more attention of consumers,and even affects their purchasing decisions.Therefore,if automobile enterprises want to maintain good development,they must pay attention to improving after-sales service quality on the basis of guaranteeing the quality of automobile products.With good quality and all-round services to seize the commanding heights of the industry,otherwise can only be eliminated in the fierce market competition.This paper takes BY automobile 4S shop as the research object,through the investigation,research and analysis of the shop’s after-sales service process,finds the deficiencies of the shop’s after-sales service quality,and then puts forward the corresponding service quality improvement strategy through research and analysis,so as to improve the service quality and enhance the competitiveness of the enterprise in the local market.On the basis of the service quality gap theory,based on SERVQUAL model and combined with the actual after-sales service situation of BY Auto 4S shop,this paper establishes evaluation indicators and carries out a questionnaire survey.BY using SPSS software to conduct empirical analysis based on survey data,it finds that there are problems in after-sales service quality of BY Auto 4S shop.and conduct an in-depth analysis of the causes of the problems.Finally,from the improvement of facilities and equipment,optimize the service process,strengthen personnel management,improve the management system of four aspects to improve the after-sales service quality strategy.It provides reference for BY Auto 4S shop and other AUTOMOBILE after-sales enterprises to improve service quality. |
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