Research On Automobile Maintenance Service Quality Evaluation

With automobile consumer market competition day by day intense, service quality as an important factor to enhance the core competitiveness of enterprises has become the focus of attention. However, regarding domestic automobile service industry, related research of service quality do not like the development of China's automobile industry as rapidly. The theory of service quality is still in the process of absorbing the Western theory. There is no effective study of service evaluation system for the automobile maintenance service enterprises, which makes automobile maintenance service enterprises can not grasp the key factor in the formulation of strategy-related services, with the result of unsatisfactory of service quality, which has become a bottleneck restricting the development of the automobile industry.Therefore, it is necessary to combine with China's automotive service industry's actual conditions, and establishes a set of objective, reasonable, effective automobile maintenance service evaluation system. Under such background, by the empirical study in the automobile maintenance service industry, this article analyzes automobile maintenance service factors which affect the service quality, builds an automobile maintenance service quality evaluation model and expects to provide the basis to policy-making managers. Simultaneously discusses the various dimensions of service quality and their impacts on customer loyalty and its various levels, hoping to explore more effective measures by improving the service quality to acquire more loyal customers, to enhance customer loyalty and to enhance their competitiveness and provide a theoretical guidance.This article carries on the investigation by the paper questionnaires from the vehicle owners, altogether recycles 273 effective questionnaires, and analyzes the data with statistical software SPSS13.0 and draws the main conclusions as follows:(1) Automobile maintenance service quality can be explained by tangibles, reliability, assurance, responsiveness, empathy and service recovery, and these six dimensions of service quality have direct positive effects on automobile maintenance service quality, and these six dimensions have significant differences in the degree of the impact on the service quality of automobile maintenance.(2) Service quality has positive effects on customer loyalty, cognitive loyalty, attitudinal loyalty and behavioral loyalty. (3) Responsiveness, assurance, empathy, service recovery have significant impacts on customer loyalty. Tangibles, assurance, responsiveness, empathy have significant effects on cognitive loyalty, and assurance, responsiveness, empathy, service recovery have significant effects on attitudinal loyalty. And responsiveness, empathy, service recovery have significant effects on behavioral loyalty.The conclusions of this article have important meaning in improving service quality, formulating different service competition strategy, and retaining more loyal customers. The findings make the automobile service enterprises realize clearly what is the key factor of automobile maintenance service quality, and how various factors influence the customer loyalty, as well as how to evaluating these factors precisely. In this way, firstly, we can formulate the right strategy to improve the service quality. Secondly, the automobile service enterprises should focus on the key influence factors of improving the quality of services, thereby enhance the efficiency of the use of funds, and get the benefit as soon as possible.