A Study On After-sales Service Quality Evaluation And Improvement Of 4S Shops

In recent years, the major profit source of Beijing Auto 4S shops have shifted from new car sales business to after-sales service business gradually by the influences of implementation of limited purchase policy and many other negative factors. By the end of 2014, Beijing car ownership was approaching 5.5 million. Beijing has the largest automotive aftermarket now, the fierce competition among after-sales service providers which including the 4S shops has been engaged, how to provide high quality services has become the focus issue.After reviewing the relevant theories and applied researches on service quality, the study analyzed several service quality evaluation methods, and finally adopted SERVPERF model as the theoretical basis for this study. By converting the original scale, analysis of service process and expert interviews, the pre-test scale was designed. By using IBM SPSS 20.0 and the collected data of pre-test questionnaires, a 4S shop service quality evaluation system was ultimately built through the project analysis, factor analysis and reliability testing, the scale was divided into six dimensions which were "tangibles", "reliability ", " responsiveness ", " assurance ", " empathy ", " economy ",and there are 21 items in total.The after-sales service quality of Beijing JT Peugeot 4S shop was measured after determining the weight of each item and dimension of the system. The study found that there were three weak dimensions in JT Peugeot 4S shop which were "tangibles", "empathy" and "economy", the relatively low scores of the items were "convenient degree of going to the destination" and "reasonable degree of the price". A feasible program targeted to improve service quality was developed by specific and in-depth analysis of the data, which was including "strengthen service facilities", "expand employee number of key positions" and so on. The service evaluation system as an implement may be helpful on measure the quality of 4S shop after-sales service, and the conclusions of the study were useful to enhance Beijing JT Peugeot 4S shop service quality.