Study On The Improvement Of Audi Customers’ Service Satisfaction

With the rapid development of the automotive industry and the fast expansion ofthe automobile market, various car brands present the trend of intense competition.For luxury car brands, they reduce the price to occupy a better pofition in the market.The profit of automobile sale becomes thin, the dealers have been mainly rely on theafter sale business to profitability, The dealer enterprise car sales business of itsrevenue and profit contribution rate decreased. From CAACS date show,2014annualChinese automobile after sale service customer satisfaction overall score of85.53,relatively on year decreased significantly. Import brand although is in the leadingposition in the industry, but the brand satisfaction level gap is gradually narrowing,import brand’s leading advantage is not prominent. China began implementing theautomobile three guarantees policy from2013October, support consumer’s repair,replacement and return right. The dealers face to customers directly, also are the frontline of the customer experience. The new policy brings pressure on customer loyaltyand dealer profitability. For avoiding potential adverse effects, it is crucial to meet orexceed customer’s demand.Audi brand has been luxury car leader in chinese market,but with the fierce competition in the market and rapid development of dealernetwork, new car sales profit rate is also more and more thin. Automobile after saleservice has become the main source of profits, it needs to be considered for4S shop ishow to enhance customer service satisfaction and how to retain customers. For a longtime, the dealer leadership pay too much attention to profit, only pay attention to theworkshop production value, it leads to the dealer service personnel repair skillsdecline, the service reception is not standard, the lack of professional managementpersonnel, repair time is too long, these have become the key problems to be solved in the management of dealers after sale. Based on dealers visited the scene ofcollected data, as well as access to the automobile after sale of related literature fromother data, the standard for the industry, in-depth study of four aspects separatelyfrom the service image, service behavior, service process, service personnel ability,help Audi dealers to enhance customer service satisfaction, cultivate customer loyalty,and to achieve service benefit growth continuously. In order to guarantee thesemeasures being implemented smoothly, this paper also introduces the strategy andcorresponding implementation safeguard such as service process security, serviceskills, IT and system security guarantee. After optimizating system and increasing theability of dealer service employee, the quality of after-sales service will be promoted,customer service satisfaction can ascend, the Audi brand can continue the sustainedand stable development in chinese market.