On The Customer Preservation Tactics Of Dongguan Guanfu Automobile Trade Co.Ltd. Based On The Customer Loss Investigation

Chinese automobile industry has got rapidly development at the rate of over10%each year since2001. The motor sales in2008increased at the rate of6.7%which reach to18.5million in2011, which become the top retail country over the world. The rapidly increase of vehicle output and sales volume in China drives the rise and expension of all the vehicle chain that include the after-sales service area, which will become another great value market. As the car owner need to pay total maintenance charge and repairing expenses are almost as same as the value of the car in the whole vehicle usage life. For this reason,4S inn gets much business chance, but both crisis and opportunity exist. With the rapidly development of vehicle industry, the car’s owner expected more valuable service form the4S inn, however, dealers have not improved it’s business mode to meet the cusomer’s increasingly expected value, and the sharply increased of the4S inn quantity has led to the lack of professional expertise on service. At the same time, the repairing plants have also improved their service quality, thus they shunt some of the customer resources, which led to the loss of customers for4S inn increasingly.Dongguan Guanfu, a private4S inn, which opened on January2003as an authorized dealer by Changan Ford Mazda Company Limited. It sells the series products of Changan Ford Mazda Company Limited, and provides service on maintenance, repairing and warranty. Customers have risen their expectation on value of service in recent years, but Dongguan Guanfu still follow the old business mode to explore business according to function of working position and has not constructively optimized the company’s management mechanism, which lead the stagnation of servce level and much loss of customers. The retained customers have not been increased with the sales volume accumulation of private car.Through the researching on the customers data statistics and sampling analysis, this article get the detailed information of status of the reason and direction of customer loss, and besides, find out the areas to be improved on the business scope, mode and staff incentive mechanism. All these conclusions can help the Dongguan Guanfu Top management to draw up the suitable strategy, which will further improve the company’s management skill level.The research finds out that Donguan Guanfu dealer should let DCRC play the key role, and the DCRC can have customers to recognize, trust and rely on4S inn through organizing additional valuable activities like sports and various shows; establishing customers league, in order to have customers sense the value of the service; adjusting the existing business mode to be humanity and convenience; improving the incentive mechanism to rise staffs service capability and responsibility; setting up more branches to decrease customer’s invisible cost on time, energy, and physical strength...