一汽—大众品牌售后顾客满意度提升策略研究

发布时间：2018-01-18 13:06

本文关键词：一汽—大众品牌售后顾客满意度提升策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年中国乘用车销量超过2400万辆,创全球历史新高,连续八年蝉联全球第一。但与国外成熟汽车市场相比,中国汽车市场仍存在巨大的发展前景,外界普遍预测,五年内中国汽车工业还将迎来每年6%至7%的增长,汽车销售也将突破每年3000万辆。汽车行业常说:“第一辆车是靠销售卖出去的,从第二辆车开始就是靠服务卖出去的”。随着汽车保有量的持续增长,可以预计未来汽车售后服务业务需求将出现显著增长。一汽-大众品牌2016年产销135万辆,累计保有量已突破1000万辆,但网内经销商目前售前利润空间逐步减小,迫切需要在售后服务等衍生领域寻找稳定的利润点。但一汽-大众品牌经销商售后普遍面临高达平均20-40%的客户流失率,与此同时却还面对较高的客户投诉率,这对于售后服务业务的健康可持续发展极为不利,因此需要不断提升售后顾客满意度来保证维护客户关系、塑造品牌形象、扩展售后市场、增加售后盈利等目标。本文通过对顾客满意度理论及研究现状的回顾,综合一汽-大众品牌售后满意度调研结果、本人现场走访经销商调研结果、客户访谈反馈信息、美国J.D.Power公司和德国大众集团独立调研的横向对比报告等信息,发现顾客对一汽-大众品牌售后服务不满意的问题主要集中在等待维修时间过长、服务费用高、不能一次性就彻底消除故障、抱怨处理响应不及时等方面,并对这些问题的产生进行原因剖析,比如服务人员能力不足、服务流程难以满足个性化需求、服务质量不佳等,研究构成顾客满意度的主要因素,比如服务费用、服务质量、服务效率等,并结合一汽-大众品牌售后服务发展战略,针对性地对一汽-大众品牌售后服务人员能力、服务质量、服务流程三个方面进行了重点研究,提出了对应的顾客满意度提升策略。同时,本文也制定了具体的实施保障措施,比如IT系统搭建完善、服务评价手段的优化、培训体系的完善等来保障提升策略的正确实施。本论文预计对提高一汽-大众品牌售后顾客满意度,维系客户关系,降低客户流失,增加售后盈利有实际指导意义,一汽-大众品牌各经销商售后服务部门可以参考借鉴。
[Abstract]:China's passenger car sales exceeded 24 million units in 2016, the highest in the world and the world's number one for eight consecutive years. However, compared with foreign mature automobile markets, China's car market still has a huge development prospects. It is widely predicted that China's auto industry will also see an annual growth of 6% to 7% in five years, with sales of more than 30 million vehicles per year. "the first car is sold on the basis of sales," the auto industry has often said. Starting with the second car, it was sold on a service basis. "as car ownership continues to grow. It can be expected that the demand for after-sales service will increase significantly in the future. FAW-VW brand produced and sold 1.35 million vehicles in 2016, and the total number of vehicles has exceeded 10 million. However, the net dealers are gradually reducing their pre-sale profit space. There is an urgent need to find a stable profit point in derivative areas such as after-sales service. But FAW-Volkswagen brand dealers generally face a high average customer turnover rate of 20-40% after sale. At the same time, it also faces a high customer complaint rate, which is extremely adverse to the healthy and sustainable development of after-sales service business, so we need to continuously improve after-sales customer satisfaction to ensure the maintenance of customer relations. Through the review of the theory of customer satisfaction and the current situation of research, this paper synthesizes the research results of FAW-VW brand after-sales satisfaction. I visited the dealer survey results, customer interviews feedback information, the United States J.D. Power and the German Volkswagen Group independent research horizontal comparison report and other information. Found that customers are not satisfied with FAW-VW brand after-sales service problems mainly focus on waiting for the maintenance time is too long, high service costs, can not eliminate the fault once and for all, complain processing response is not timely and so on. And analyze the causes of these problems, such as insufficient capacity of service personnel, service process is difficult to meet the personalized demand, service quality is not good, research the main factors of customer satisfaction. Such as service costs, service quality, service efficiency, and combined with FAW-Volkswagen brand after-sales service development strategy, targeted FAW-Volkswagen brand after-sales service personnel capacity, service quality. Three aspects of the service process were studied, and the corresponding customer satisfaction promotion strategy was proposed. At the same time, this paper also formulated specific implementation measures, such as IT system building and improvement. The optimization of service evaluation means, the improvement of training system to ensure the correct implementation of the promotion strategy. This paper is expected to improve FAW-Volkswagen brand after-sale customer satisfaction, maintain customer relationships, reduce customer drain. Increase after-sale profit has practical guidance significance, FAW-Volkswagen brand dealers after-sales service departments can refer to.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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