A Consulting Report On The Factors Of Tyreplus' Customer Satisfaction

As China enters the automotive aftermarket era,the trillion-dollar market is attracting more and more companies and capitals.Both the Internet giants and well-known foreign companies want to take a share in the automotive aftermarket and the market competition is getting more intense.Tyreplus,as a representative chain company,has been struggling in the automotive maintenance and repair market segment in the automotive aftermarket.Although it has 15 years of operating history,Tyreplus has still occupied a relatively low market share in the automotive maintenance industry and has not become a leader in the industry.Today's Tyreplus also faces crises such as fierce competition,slow development,Internet impact,small market share,and generally low customer satisfaction.In order to help Tyreplus to grow in a highly competitive industry and increase customer loyalty,this article will look at how to improve customer satisfaction from the perspectives of perceived product,perceived service,corporate image,and customer feedback.In this article,the differences in customer satisfaction perceptions of perceived product,perceived service,corporate image,and customer feedback for different ages,genders,models,and spending amounts will be analyzed.Based on the results of customer satisfaction analysis and the background of the Tyreplus,suggestions will be proposed to help Tyreplus improve customer satisfaction.This article adopts a combination of literature surveys,questionnaire surveys,and interview surveys to complement and validate each other to ensure that the information collected is highly reliable,time-sensitive,comprehensive,and in-depth.In order to increase Tyreplus's customer satisfaction,this paper analyzes Tyreplus from four dimensions of perceived products,perceived services,corporate image,and customer feedback based on the European Customer Satisfaction Index Model(ECSI)and Liu Xiaoshan's analysis(2014)on customer satisfaction.After analyzing the questionnaire,we found thatAccording to the order of Tyreplus customer satisfaction from low to high,they are:perceived products,customer feedback processing,perception services,and corporate image.Tyreplus 'scustomers have the lowest satisfaction with perceived products and have the highest satisfaction with corporate image.Compared with men,women are more satisfied with perceived products,corporate image,customer feedback processing,and overall customer satisfaction.There was no significant difference in perceived service between genders.Perceived product satisfaction decreases with age.People born from 80-90s,satisfaction with perception services,corporate image,and customer feedback was the lowest.Customers with a compact car or family car have the lowest overall satisfaction.Customers with medium-to-large-sized or full-size SUVs have the highest level of satisfaction in perceived service,corporate image,and customer feedback.Customers who spend more than 2,000 yuan have the lowest satisfaction with perceived services.Customers who spend 500-1000 yuan have the lowest level of satisfaction with perceived products.The customers who spend 200-500 yuan have the lowest feedback satisfaction.The total satisfaction of customers who spend between 1000-2000 yuan is the lowest.At the same time,the analysis results of the questionnaire and the results of the interview and second-hand data analysis can be seen.The factors with high degree of importance and low satisfaction include the following five:product quality,product price rationality,service personnel's attitude enthusiasm,reasonable service duration,and complaint processing effectiveness.This article focuses on the analysis of product quality,product price rationality,service staff attitude enthusiasm,reasonable service duration,and complaint processing effectiveness.These five important factors are the causes of low customer satisfaction,and make recommendations to increase Tyreplus's customer satisfaction.The specific recommendations are as follows:Establish a unified product ordering channel and strengthen the management of products.(1)In addition to the unified management of existing products,Tyreplus should establish a unified product ordering channel.The source of all the stores' products is managed by Tyreplus,and eliminates "defective goods" from the source.(2)In order to improve customer satisfaction,Tyreplus has stepped up the day-to-day operations of its stores,and it should adopt sampling inspections,mysterious customers,and other forms to strengthen the day-to-day management of store products.(3)To improve the qualifications of franchisees,to ensure the quality of store products and services,before granting franchisees,they should evaluate the qualifications of franchisees and store managers.If the assessment is unqualified,professional counseling should be provided.Improve training programs to improve employees' communication skills.Establish a WeChat booking platform to solve problems efficiently.Provide more value-added services for large customers.Tyreplus should pay attention to corporate image satisfaction and continue to maintain corporate image applause.Pay attention to customer feedback processing satisfaction...