奥迪4S店客户流失原因分析及服务改进对策研究

发布时间：2018-11-06 15:47

【摘要】：随着我国经济的快速发展，我国居民生活水平地不断提高，汽车快速地走进了千家万户。轿车由原来的高端消费品变为普通的生活代步工具。伴随着汽车销量的迅速增加，汽车销售市场的竞争也越来越激烈，市场快速由“卖方市场”向“买方市场”转变，整车销售利润在逐渐下滑，售后服务已成变为经销商的重要利润增长点，在整个盈利中占的比重越来越大，同时汽车行业的售后服务也面临越来越大的发展空间和竞争压力。随着汽车行业的发展，汽车用户对服务的期望值也越来越高，各汽车品牌4S店数量的快速增加，售后服务行业的人才需求也越来越大。汽车路边店、综合修理厂的规模不断扩大，与4S店的竞争越来越激烈，汽车4S店的客户流失越来越大。我们通过用户服务满意度调查发现，4S店普通存在维修花费太多、服务时间长、服务流程执行不规范、人员流失等问题。论文从影响满意度，影响客户感受的几个因素进行分析，客户售后服务关注的因素、客户对4S店售后服务质量的评价、客户的需求和客户的期望等方面分析了客户流失现象，并从服务工作的各个工作区域入手，改善工作区域的环境，细化7步奥迪服务核心流程，针对每一步细分成小步骤，，每个小步骤明确负责人、辅助工具、具体的流程细节，流程执行的要点，流程执行过程中的注意事项，检查的要点。通过服务质量调查手段，适时改进，提高服务效率、增加服务透明度、加强4S店人员培训和人员管理、开展各种服务营销活动等方面制订了相应的服务改进措施。期望通过推进4S店进行有针对性的服务改进，对维护品牌高端形象、保持市场竞争优势、提高和保持客户满意度及品牌忠诚度起到积极的促进作用。
[Abstract]:With the rapid development of China's economy, the living standards of Chinese residents have been continuously improved, and cars have entered thousands of households. Cars from the original high-end consumer goods into ordinary life on behalf of the tools. With the rapid increase of automobile sales, the competition in the auto sales market is becoming more and more fierce. The market changes rapidly from the "seller's market" to the "buyer's market", and the profit of the whole car sales is gradually declining. After-sales service has become an important profit growth point of dealers, which accounts for more and more proportion in the whole profit. At the same time, the after-sales service of automobile industry is also facing more and more development space and competition pressure. With the development of automobile industry, the expectation of automobile users to service is higher and higher, the number of 4S stores of each automobile brand increases rapidly, and the demand for talents in after-sales service industry is also increasing. The scale of automobile roadside shop, comprehensive repair shop is expanding, and the competition with 4S shop is more and more fierce, the customer loss of car 4S shop is bigger and bigger. Through the investigation of customer service satisfaction, we find that 4S shop has many problems, such as too much maintenance cost, long service time, irregular service flow, staff loss and so on. This paper analyzes the phenomenon of customer churn from the aspects of influencing satisfaction, influencing customer feeling, paying attention to customer after-sales service, evaluating the quality of after-sales service of 4S shop, customer demand and customer expectation, etc. And start from each work area of service work, improve the environment of work area, refine 7 steps Audi service core process, for each step subdivide into small step, each small step clear responsible person, assistant tool, concrete flow detail, The main points of process execution, the points of attention in the process of implementation, and the main points of inspection. Through the means of service quality investigation, timely improvement, improving service efficiency, increasing service transparency, strengthening 4S store staff training and personnel management, carrying out various service marketing activities, and so on, the corresponding service improvement measures are worked out. It is expected that through the promotion of 4S store targeted service improvement will play a positive role in maintaining the high-end image of the brand, maintaining the market competitive advantage, improving and maintaining customer satisfaction and brand loyalty.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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