The Research On Quality Management Of After-sale Service Of SGM Buick

Nowadays China's economy are in a"service economy era".With the rapid growth of vehicle population,auto maintenance and repair market meets its golden age.Therefore,Regarding as one of the core competence,services have become the trump of automobile enterprises in the shaping of differential competitive advantages.If the quality management of after-sales service failed to advance with the times,the company will lose in the competition.Establishing customer after-service organization,upgrading after-serving capability and creating serving advantages are all priorities of motor enterprises in China.At present,China has grown to be the third largest auto producer and the second largest auto consumer in the world.With the rapid growth of the number of private-owned cars,people pay more and more attention to the after-sale service,especially for its quality.But the attention to the study on the after-sales service of China automobile enterprise is not enough,and many studiers have vague knowledge.The majority of research is about customer satisfaction survey and how to regulate the motor industry,so people can't raise the method to improve the auto after-sales service quality of China enterprise. Experts say after-sale services in the automotive industry do not require high technology and the problem is largely linked to mismanagement.Therefore,study on the quality of after-sales service will be great theatrical and instructing in practice significance.At this background and based on this idea,the paper analyses the current situation of the after-sale services in the automotive industry,and combines my working understanding and thinking about the development of the after-sale service in China automotive industry.I chose the after-sales service of SGM Buick as my study subject.The paper analyses the after-sale service quality gap of the SGM Buick.It takes SERVQLAL and QFD in order to evaluate existing problems.Based on the these analyses, this article has studied the approaches to improve and promote the customer-perceived service quality of SGM Buick from following aspects with the use of some relational theories:(1) to strengthen internal marketing;(2) to influence and exceed customer expectation;(3) to conduct service recovery.