| At present 4S store is the main pattern of auto sales. 4S store means that the store consists of SALE, SERVICE, SPARE PART and SRUVEY. At the same time the store is provided with concessionary monopoly. In 2004 the new car selling market is decreasing greatly, with income decrease the most of the 4S new car store must face the surviving problem. WY company is in the same position. The sales amount of cars in this year has fallen about 4 percent in compare with the same time in last year. The new car marketing department hardly has surplus. In this situation the company should be in dire need of changing own surplus focus, and pay much attention to after service of cars.WY company thought little of cars after service. When CITRON parent company valued clients' satisfaction, the score of WY 4S store was just at the average level in all area value for several times. And that result had dropped behind other competitors such as KL and CT. This situation was not accord with the status of sale achievement in Chengdu. Furthermore the after service fittings and stratagem of CITRON parent company prefer to those companies who have higher clients' satisfaction. For all above reason WY company must improve its present after service status as soon as possible.Firstly the author will simply introduce the service theory, the domestic and foreign literatures about service quality and marketing. Based on confirming own service marketing theory, we will choose The 5—Gap Model of service Quality and the relevant SERVQUAL list as the tools to research auto sales in 4S store in this article.So when we generally analyze the present after service in WY 4S store, we must pay much attention to the primary after service flow. And we must discuss the questions with employees and managers in WY 4S store. Then we can design questionnaire based on SERVQUAL 22 factors. By investigation we can find out the measurable difference between every item of the four gaps and the whole service gap in WY 4S store. Also, we will analyze these data purposefully.Supported by the quantitative analysis of investigation conclusion, we will executive all the questions we have found. The improving measurement include how to deal with customer' s compliment, drawing blueprint of service, reneging procedure of service, making clear the standard seven service benchmark, reconstruction the after sale organization, HR plan, control the service price, etc.In addition we must monitor and control the whole process of implement, and correct the primary plan according to the problems happened in the process of implement. Also, we will externally evaluate the actual impact of the improving suggestion which is proposed in this article and carried out in corporation. At last we can not only keep the old clients but also attract more and more new clients by enhancing the clients' satisfaction. And WY company can accomplish the strategic program that is changing after service department to profit center. Under the circumstances Company can get more profit but not increasing much cost. It is our original intention to write this article. Finally, we will draw the conclusion and summarize the limitation ofthis article. And I also hope that the research will use for reference on improving after service and increasing profit in auto sale 4S store. |
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