【摘要】：隨著我國經(jīng)濟的快速發(fā)展，我國居民生活水平地不斷提高，汽車快速地走進了千家萬戶。轎車由原來的高端消費品變?yōu)槠胀ǖ纳畲焦ぞ摺０殡S著汽車銷量的迅速增加，汽車銷售市場的競爭也越來越激烈，市場快速由“賣方市場”向“買方市場”轉變，整車銷售利潤在逐漸下滑，售后服務已成變?yōu)榻?jīng)銷商的重要利潤增長點，在整個盈利中占的比重越來越大，同時汽車行業(yè)的售后服務也面臨越來越大的發(fā)展空間和競爭壓力。隨著汽車行業(yè)的發(fā)展，汽車用戶對服務的期望值也越來越高，各汽車品牌4S店數(shù)量的快速增加，售后服務行業(yè)的人才需求也越來越大。汽車路邊店、綜合修理廠的規(guī)模不斷擴大，與4S店的競爭越來越激烈，汽車4S店的客戶流失越來越大。我們通過用戶服務滿意度調查發(fā)現(xiàn)，4S店普通存在維修花費太多、服務時間長、服務流程執(zhí)行不規(guī)范、人員流失等問題。論文從影響滿意度，影響客戶感受的幾個因素進行分析，客戶售后服務關注的因素、客戶對4S店售后服務質量的評價、客戶的需求和客戶的期望等方面分析了客戶流失現(xiàn)象，并從服務工作的各個工作區(qū)域入手，改善工作區(qū)域的環(huán)境，細化7步奧迪服務核心流程，針對每一步細分成小步驟，，每個小步驟明確負責人、輔助工具、具體的流程細節(jié)，流程執(zhí)行的要點，流程執(zhí)行過程中的注意事項，檢查的要點。通過服務質量調查手段，適時改進，提高服務效率、增加服務透明度、加強4S店人員培訓和人員管理、開展各種服務營銷活動等方面制訂了相應的服務改進措施。期望通過推進4S店進行有針對性的服務改進，對維護品牌高端形象、保持市場競爭優(yōu)勢、提高和保持客戶滿意度及品牌忠誠度起到積極的促進作用。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.471;F274

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