Research On Evaluation And Improvement Of SK Automobile After-sales Service Quality

In recent years,with the rapid development of China's economy,China's automotive industry has made great progress,automotive manufacturing capacity continues to improve,resulting in blowout growth in car ownership,automotive after-sales service market has also expanded rapidly.Faced with this huge market,the automobile service enterprises that provide services have some problems,such as poor service quality and uneven service level,which make it difficult to meet the growing needs of customers.This paper takes SK automobile as the research object.Through the analysis of its service status,it is found that the difficulty of improving the after-sales service quality of SK automobile lies in the lack of effective service quality evaluation methods and means,the lack of service gaps from the perspective of customers' expectations and perceptions,and the inability to formulate corresponding improvement measures to improve the service quality in an all-round way.Therefore,on the theoretical basis of SERVQUAL service quality evaluation model and method,combined with the status quo of SK automobile after-sales service,this paper produced the "SK automobile after-sales service quality questionnaire".The questionnaire contains 5 dimensions and 22 survey indicators.The questionnaire is conducted from two aspects of customer expectations and perceptions.The investigation includes two stages: pre-investigation and formal investigation.By using SPSS22.0 and EXCEL software,302 valid questionnaires recovered from the formal survey were analyzed.The validity and reliability of the questionnaires were verified.The basic characteristics of SK automobile after-sales customers were mastered.The expected values,perceptions,gaps and total quality gaps of SK automobile after-sales were calculated.And the importance of five dimensions of customer evaluation is calculated.Through the analysis of the survey results,the main sources of the gap in SK automobile after-sales service quality are found out,and the causes of the gap are analyzed.At the same time,combined with the "Importance-Perceived Performance" model analysis and the five dimensions of service quality gap,the promotion priorities of the five dimensions are determined.Finally,from two aspects of customer expectation guidance and five dimensions of specific measures,SK automobile after-sales service quality improvement proposals are formulated.