A Study Of Dongfeng Nissan Customer Loss And Retrieval Strategy

With the continuous increase of the resident income and fast development of automobileindustry, more and more Chinese families own their cars. China’s auto market has replaced theUnited States as the world’s biggest one. But on the other hand, as the competitions betweenvehicle manufacturing companies become more and more fierce, profit of vehicles continue todecline. It has been a meager profit era.After-sales service is an important segment in vehicle circulation areas, which covers thequality assurance, maintenance service, auto parts supply, claims for compensation.Compared with the price competition and profit decline, after-sales service has its stableprofit ratio and client group, gradually replaces sales to become the largest source of revenue.Also, of course, became the new focus of auto market. But the competitions in after-salesservice are also fierce, customer loss becomes the biggest problem.This paper bases on the case of “Dong Feng Nissan Passenger Vehicle Company”, todesign an effective research and analytical method for vehicle manufacturing companies,help them to fine the deep-seated reasons of customer loss. Moreover, it provides the theorybasis and the technical scheme for vehicle manufacturing companies to improve their qualityof service and reduce customer loss.Currently, domestic and foreign scholars have had in-depth research on service quality,causes of customer loss and after-sales service, but the study on customer loss in autoafter-sales service is almost blank. This paper takes Service Quality Model as the theoreticalbasis, do research on both vehicle manufacturing company and customers. Through thesetwo groups with different standpoints, to find out the real causes of customer loss. Whendoing research on vehicle manufacturing company, author used Delphi and AnalyticHierarchy Process. By combining these two qualitative and quantitative methods together, itcan make the research “customer loss” which is an abstract conception, more comprehensive,scientific and objective. When doing research on customers, author designed an ingeniousquestionnaire, compared the result of customer expect (ES) and customer perception (PS).By this empirical method, author confirmed the main causes of customer loss. Meanwhile,depending on result above, author referenced SWOT analysis method, provided suggestionsto reduce customer loss for vehicle manufacturing companies. It has positive significance forenriching the content of this study.