Study On The Strategy Of After Sales Customer Satisfaction Promotion Of FAW-VW

2016 China's car production and sales was both more than 24 million,which was a global record,in eight consecutive years ranked first in the world.Outside forecasts,in the next five years,China's auto industry will usher in an annual growth of 6% to 7%,automobile production and sales will also break through the annual 30 million.The auto industry often said: "the first car is sold by sales,starting from the second car is sold by service".With the continued growth of car ownership,it is expected that future automotive service business needs will be significantly increased.FAW-Volkswagen brand in 2016 sales of 1 million 350 thousand vehicles,a total ownership has exceeded 10 million units,but in the current distributor pre profit space reduced gradually,there is an urgent need to find stable profits in service and other derivative field.FAW-Volkswagen brand dealers service generally face the customers loss rate as high as the average 20-40% at the same time,but also face the high rate of customer complaints,so the healthy and sustainable development is extremely unfavorable,therefore need to improve service customer satisfaction to ensure the maintenance of customer relationship,brand image,increase customer service market expansion profit target.This paper reviews the theory and research status of customer satisfaction,the FAW-Volkswagen brand customer service satisfaction comprehensive research results,the investigation results of visiting the dealers,the dealer customer interview feedback information,American J.D.Power company and the German Volkswagen Group of independent research on the transverse ratio of reports and other information,the customer is not satisfied with the FAW-Volkswagen brand customer service issues mainly in the waiting time is too long,the high cost of service,not a one-time complete elimination of faults,the complaint response is not timely,and on these issues arising in the analysis of causes,such as service ability,service process is hard to satisfy the demand,poor quality of service,research on the main factors of customer satisfaction,for example,service fees,service quality and service efficiency,and combined with the FAW-Volkswagen Brand service development strategy,this paper focuses on the three aspects of the FAW-Volkswagen brand customer service capability,service quality,service process,put forward the corresponding strategies to enhance customer satisfaction.At the same time,this paper also developed a specific implementation of safeguards,such as the establishment of the IT system to improve the evaluation of the means of service optimization,improve the training system to ensure the correct implementation of the promotion strategy.This thesis is expected to improve the FAW-Volkswagen brand customer service satisfaction,maintain customer relationships,reduce the loss of customers,increase customer service profit,and can be used by the FAW-Volkswagen brand dealers service department for reference.