Research On The After-Sales Service Quality Of Premium Cars

With the rapid growth of China's economy,thousands of households own premium cars,it forms a high-end market having the scale of more than 2 million vehicles.China has become a hotly contested spot of world auto giant.Sales competition of the new car is more and more intense,after-sales service becomes more and more important,the corresponding service strategy has become the focus of the industry.However,consumers of premium car are a special group,they have different evaluation criteria on the car's image positioning,safety,function,fuel consumption and price,etc,and they also have a unique preference for after-sales service.So what are the main demands of premium car users on after-sales service? Which have been met,which haven't been met? What are the disparities of service quality? How to formulate effective service marketing strategy? These shall be the research topic on the application basis that the academic circle may face.Regarding to the after-sales service quality of the cars,the existing research results mostly focus on the service quality of medium or low grade car brands from the point of research object.From the content of the research,the existing research focuses mainly on the research of a after-sales service sector or a theoretical model.Results on using quantitative indicators for targeted research are rare in the market,most of them just rest on the demonstration of the model,and few have been adequately discussed and given feasible improvement measures.The research findings showed that:(1)generally,the service quality did not fulfill the demand of the customer;(2)the three dimensions with the larger difference in service quality are orderly the empathy,guarantee and response;(3)the main countermeasures shall be to improve the service quality from the four aspects of personnel quality,service process management,service channel and service prices based on the five dimensions.In this paper,the study aiming to the after-sales quality of automobile in high-end brand was carried out mainly,it shall have the certain inspiration effect for the marketing enterprises in such segment market improving their service quality and promoting customer's satisfaction.