Research Of Dtc Service Quality Promotion Strategy

With the reduction of the annual state-approved installed capacity of power generation equipment, orders’ competition is increasingly fierce. With the same type of product differentiation diminishing today, service will become the another commanding heights of the various competitors. After-service is not only a business, it is the display and transmission of corporate and philosophy, is the embodiment of humane care and emotion for users, but also it is the communication bond between manufactures and customers, is the continuation of product sales.Service quality is a double edged sword, for product sales, marketing, brand influence and corporate reputation it plays a strong role in supporting and promoting, it may also make the product unmarketable, brand reputation declined, and even affect the survival of the enterprise. "24 hours" spirit of service created by DTC(Dongfang Steam Turbine Company) now has been extended to the service in lifetime, all domains, the whole process, over-value and ahead of schedule. After-sales service of product is more and more emphasized in company, and gradually become an important source of profits and a new economic growth point. The management idea of DTC is changing from "manufacturing" to "manufacturing service".Firstly, thesis defines the concept of after-sales service, service quality in the section of theoretical analysis, and detailedly analysis Service Quality Gap Model created by A.Parasuraman, illustrates the different factors to affect service quality, simply explains the 5 gap meaning in Model, introduces 22 effect factors in SERVQUAL and the formula and calculation methods of aesthesia service.Secondly, the paper describes the DTC’s history and after-sales service development process of DTC, introduces the organization of power plant service division of DTC, functions of various departments and service workflow.Furthermore, in order to understand the gap of DTC’s after-sales service quality, a questionnaire is conducted about after-sales service of “DTC”, so the SERVQUAL scale factor of questionnaire is modified.10 power plants(5 Combined cycle Gas Turbine power plants and 5 technical upgrading reformation power plants) are selected as the study object, 100 copies of questionnaire are distributed to the 10 power plants, and 100 questionnaire are recovered. The result of questionnaire is calculated, the difference SQ of SERVQUAL scale factor in the Service Quality Gap Model is obtained. According to the value, thesis detailedly analysis the question and reason of after-sales service quality of DTC.Finally, according to the questions and reason analysis, thesis proposes the strategy of service quality improvement in term of service division organization, staff’s moral and professional quality training, standardized management of equipment installation service and service documents, evaluation and incentive system of service staff,and the lean management after-sales service.