Research On Improvement Of After-sales Service System For A Automotive Company

With the fast growth of the Chinese automotive industry,it has been with a continuous growing trend in past 8 years with worldwide the biggest production and sales volume.The consumers become younger and the demand of consumers keeps changing and updating.Younger consumers are focusing more on individualization,own interest,layered and being esthetic.In order to improve the consumer satisfaction,the vehicle needs not only to have the great outlook and functions,but also come with good aftersales service quality,in terms of timeliness,more diversity of transaction more individual options.Aftersales service is not only about car repair and maintenance,but more important for enhancing the customer loyalty.Good aftersales service quality can enrich the customer experience,also helps on profitability at dealership,and for branding of OEM.An automobile company A as leading role in Liaoning province,has more than a million customers,and established a customer oriented and customer satisfaction targeted aftersales service system,with continuous improvement.With the concept of brand service "caring you better by understanding you better",it will be striven forwards continuously.By using the methods of literature analysis,interview and case study,through the analysis of the current situation of the aftersales service system of company A,considering the trends of after sales service on worldwide scale,this article is to find out the right experience that company A can learn from.The article content is divided into five chapters,with 3 main analyzing focus points on service operation management of after-sales service system,customer relationship management,aftermarket spare parts management.The current major problems of after-sales service system in service operation management are: implementation of service process by service provider,the service personnel is insufficient and lack of skills,and the service marketing consciousness is weak,which cannot meet customer’s expectation;the problems in customer relationship management are mainly: lack of awareness of customer data management and customer complaint handling.The main problem in the management of aftermarket spare parts is the lack of spare parts statistical tools and management tools for spares managers,which leads to the increase of inventory,and there is no effective strategy to deal with inactive inventory.With the research and analysis of the above problems,the optimization strategy is proposed in the service core process,service personnel capability enhancement,service marketing management,customer information management,customer complaint management and spare parts management,hoping to provide a theoretical and practical reference for the development of company A.