Research On Auto After-sales Service Quality Improvement Countermeasure

Since China’s reform and opening up in 1970 s, the Chinese economy has been showing a continuous and rapid growth. Meanwhile, more and more cars, as a symbol of identity and social status, have entered thousands of ordinary families. After 1999, auto 4S stores began to spring up like mushrooms in China, and the competition among them became increasingly fierce. To survive and develop in the competition, it is very important to study the service marketing strategies of auto 4S stores. Through survey and analysis, the main approach for 4S stores to achieve sustainable development is to realize economies of scale and develop stable customer groups, and provide customers with superior after-sales service, in addition to strengthening after-sales service and increasing profits.Though the current after-sales service quality has no significant effect on the normal operation of 4S stores, low quality of services will impose a substantial burden on their long-standing business, negatively affecting their overall external image on one hand and their future development on the other hand. Therefore, improving the after-sales service quality has certain realistic significance to auto 4S stores.This paper introduces the current development state and prospects of 4S stores’ after-sales service business, analyzes the importance of after-sales service quality to the operation of 4S stores, and explains the negative effects of low service quality on customer retention and market share. Following the guidance of service quality management theory, corporate strategic management theory and marketing management theory, this paper analyzes the causes of low service quality in the auto industry, and then based on this, proposes possible solutions for the current development of YD Company accordingly.Service is the primary resource for auto dealers which must realize the truth that the cost of establishing service progress and improving service personnel trainings is much higher than that of making amends after loss and rebuilding sales relationships. Therefore, developing a service business with better hardware and software environments, building and improving service system, training professional service personnel and cultivating favorable business culture and environment are the one and only way for auto dealers to attract customers and increase overall income, stay on top in the increasingly fierce competition, and help 4S stores to achieve the goal of sustainable development.