一汽—大众奥迪客户服务满意度提升策略研究

发布时间：2018-01-06 09:11

本文关键词：一汽—大众奥迪客户服务满意度提升策略研究　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国市场汽车行业的快速发展及汽车市场的急剧膨胀，各汽车品牌的市场竞争也日趋激烈，而对于高端汽车品牌而言，体格战愈演愈烈，汽车销售利润渐薄，经销商已主要靠售后服务等业务来赢利，经销商企业的汽车销售业务对其营收和利润贡献率均下降。据卡思调查的数据，2014年中国汽车客户服务满意度得分为85.53分，比2013年出现明显下降。进口车品牌虽然处于领先地位，但是各品牌的客户服务满意度差距在缩小，进口车品牌的优势也在渐渐减小。中国从2013年10月开始实施汽车三包政策，支持消费者的维修、更换和退货权利。新政策对服务满意度以及经销商利润方面都产生了巨大的压力。为尽快减小这些潜在的不利影响，满足或超越客户的服务期望将成为经销商工作的重点。奥迪品牌一直是中国豪华汽车市场的领军者，但是面对如此激烈的市场竞争环境以及自身经销商网络的快速发展，销售新车的利润率也是越来越薄，售后服务利润成为经销商利润的主要来源，如何提升汽车用户的服务满意度才是4S店需要考虑的主要问题。由于长期以来各经销商领导层过多关注利润，只注重车间产值，导致经销商服务人员维修技能下滑、服务接待不规范、缺乏专业人员管理、维修时间过长等问题，这些都已经成为经销商售后管理中亟待解决的重点问题，而且影响了客户满意度。本文根据经销商现场走访收集的数据，以及查阅汽车售后相关的文献，借鉴业内的其它数据标准，分别从服务形象、服务行为、服务流程、服务人员能力等四个方面进行深入地研究，帮助奥迪经销商提升客户服务满意度，培养忠诚客户，并实现售后服务利益持续稳定的增长。为了保证这些措施能够顺利实施，本文也介绍了对应的实施保障策略，，如：服务流程保障、服务技能保障、IT与系统保障等。只有经销商服务人员的能力提升了，体制健全了，售后服务的质量才能提升，客户服务满意度才能提升，奥迪品牌才能够继续在中国市场上持续稳定的发展。
[Abstract]:With the rapid development of the automobile industry and the rapid expansion of the automobile market in China, the market competition of various automobile brands is becoming increasingly fierce, and for high-end automobile brands, the physical battle is becoming increasingly fierce. Auto sales profit is thinning, dealers have mainly relied on after-sales service to make profits, car sales business of dealer enterprises to its revenue and profit contribution rate has decreased. According to the data of Cass survey. China's auto customer service satisfaction score in 2014 was 85.53, a significant decline from 2013, with imported car brands in the lead. However, the customer service satisfaction gap among brands is narrowing, and the advantages of imported car brands are gradually diminishing. In October 2013, China began to implement the three-pack policy to support the maintenance of consumers. Replacement and return rights. The new policy has put a lot of pressure on service satisfaction and dealership profits. To minimize these potential adverse effects as soon as possible. Meeting or exceeding customer service expectations will be the focus of dealer work. Audi has always been the leader in China's luxury car market, but in the face of such fierce market competition and the rapid development of its dealer network, the profit margin of selling new cars is becoming thinner and thinner. After-sales service profits become the main source of dealers' profits, how to improve the service satisfaction of car users is the main problem that 4S stores need to consider. For a long time, the dealers' leaders pay too much attention to the profits. Only pay attention to workshop output value, leading to dealer service personnel maintenance skills decline, service reception is not standardized, lack of professional management, maintenance time and other problems. All of these have become the key issues to be solved in the aftermarket management of dealers, and affect customer satisfaction. According to the data collected by dealers on the spot, as well as consulting the relevant documents after sales. Using other data standards of the industry for reference, this paper makes in-depth research from four aspects: service image, service behavior, service flow, service personnel ability, to help Audi dealers improve customer service satisfaction. In order to ensure the smooth implementation of these measures, this paper also introduces the corresponding implementation security strategies, such as: service process security. Service skills guarantee IT and system security etc. Only when the ability of dealer service personnel is improved and the system is sound, the quality of after-sales service can be improved, and the customer service satisfaction can be improved. Only then can the Audi brand continue to develop steadily in the Chinese market.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

【共引文献】