Research On Improving Service Quality Of BZ Automobile 4S Store

With the rise of China's economy and the coming of consumption era,the automobile industry has been developing rapidly in our country.The number of cars owned by Chinese households is increasing in a straight line,and the competition in the industry is becoming more and more fierce.As a special commodity,after-sale service has an important influence on the image of automobile brand.As a main way of automobile after-sale,the development of auto 4S store is closely related to the reputation of automobile brand.With many imported brands,joint-venture brands continue to join the Chinese market,coupled with the continuous development of independent brands in China,customer service requirements and standards are becoming higher and higher.The automobile manufacturer will provide after-sale service As an important weapon of industry competition,it can attract and retain customers by improving service quality,thus become a loyal user of brand,occupy more market share of automobile,and achieve the goal of defeating competitors.Therefore,it is very important to analyze and study the automobile after-sales service work and find out the deficiency and improve the service level.Optimizing the service flow and improving the service level has become an important issue for the automobile 4S store to maintain its customers.This article takes BZ auto 4S shop service quality as the research subject,based on the theory of auto after-sales service and the service quality gap theory,combined with the actual situation of 4S shop,to carry out the research on the quality ascension of the after-sale service.First,through literature reading induction,we read about automotive after-sales service quality in recent years,which have laid the theoretical foundation of service quality gap model.Second,by visiting BZ 4S automobile shops,this paper expounds the basic operation status and service flow of 4S automobile shop in detail.Then,based on the analysis of 4S shop service elements and the characteristics of five dimensions of service quality,we develop the service quality evaluation index and the SERVQUAL evaluation form to carry out the empirical analysis of the service quality of BZ 4S stores.On this basis,this article analyzes the existing problems of 4S shop service and proposes the promotion strategy from the tangibility,reliability,responsiveness,assurance,empathy,in order to further improve the quality of after-sales service of BZ auto 4S shops,the customer satisfaction and to provide guidance and reference for BZ auto 4S shops and other car companies.