Automotive Service Chain Integration Research Based On Customer Retention

With the rapid development of Chinese automobile industry,Chinese car ownership is increasing year by year,the automobile service industry market competition is also increasingly fierce.At the same time,the consumption concept of customers in the automotive industry is gradually mature,and consumers' demands for services are moving towards a comprehensive,personalized Perspective.Faced with a variety of customer service needs,a single 4S store has a high rate of customer churn phenomenon,hindering the development of 4S stores.Mass customization originated in the manufacturing industry has been tried to use in the service industry,and in this paper,the mass customization is also the reference in personalized customization.With the reference in cost and the limit of resources,customization can greatly satisfy the customer service requirements.The realization of the personalized custom services is mainly to subdivide customers into groups of different service requirements,and provide diversity,comprehensive services,which not only can improve the customer satisfaction,also can help the enterprises to improve their own service ability,which is very important to promote the sustainable development of enterprises and improve the customer retention rate.This article firstly analyzed the concept of customer retention,the driving factors and the implementation methods of customer retention,and reviewed the characteristics and integration of automotive service chain,the mass customization service and customer classification.Customer satisfaction is an important factor influencing customer retention in automotive service industry.On this basis,from the point of view of the automobile dealer group,the characteristics of the important service project of the automobile service chain are analyzed,and the driving effect model of the integration of the automobile service chain to the customer retention is built.Based on the analytical Kano model,this paper divides the acquisition and customer needs through questionnaire survey,and constructs the service module and the module series according to the classification and reorganization of customer demand,to achieve customized integration of automobile service chain,to provide integrated service for customers,which will enhance customer satisfaction and achieve customer retention effect.Finally,the paper puts forward the management inspiration for the automobile service dealer group,and points out the shortcomings of this study and the future research prospects.