Research On The Improvement Of Customer Service Quality In The A Porsche Centre

China’s nearly 300 million cars ownership and annual linear growth situation put forward higher and higher requirements for the quality of automobile service industry.The same price range,the differences in the appearance,handling function,vehicle configuration and vehicle quality of brand cars are getting smaller and smaller.In this kind of market disputes,the automobile brands close to "assimilation" need to improve the original product demand and customer-oriented service quality.It is the key factor for the long-term benefit growth of an enterprise to satisfy customers and become a better automobile service expert.As a car dealer,to provide better customer service quality to attract and retain customers,extend the customer’s product life cycle,not just to buy a car,but to identify with the brand and the dealer’s culture,cultivate customer loyalty,occupy more market share.Therefore,it is an important research topic for major brand car dealers to pay attention to the research of improving customer service quality for the long-term development of enterprises and find their own shortcomings.China’s automobile production and sales have repeatedly ranked first in the world.In2020,the Porsche brand delivered 88,000 new cars to Chinese car owners.Sales in the Chinese market accounted for more than one-third of global sales,making it the largest single market for six consecutive years.Affected by the new crown pneumonia epidemic,the sales of the entire automobile industry have declined,but the sales of luxury brands have maintained a growth of 20%.The demand for car purchases of car-free users is quickly released.When they choose vehicles,they will consider brand and customer satisfaction more.The competition in the automobile market is becoming increasingly fierce,and improving service quality is the key to improving satisfaction.This article takes Porsche Center A as the research object.Through the analysis of its service business and quality status,it can be seen that the existing evaluation model is relatively simple and lacks academic research methods.It only evaluates the service quality from the process machinery of service reception.The gap in service quality is explored from the gap between customer expectations and actual perception values,so it is impossible to fundamentally improve service quality.By establishing a SERVQUAL service quality evaluation model that conforms to Porsche Center A,this paper designs a "Porsche Center A After-sales Service Quality Feelings/Expectation Questionnaire Survey",surveys 400 car owners who enter the shop,establishes data and gradients,and fully analyzes the factors that affect service quality Key elements.The questionnaire has 5 dimensions and 22 survey indicators,allowing customers to make their perceptions and expectations of service quality.All the questionnaires are true and valid.Using statistical analysis methods,we calculate the expected value,feeling value,difference value of the 22 indicators in the SQ model of Porsche Centre A,as well as the overall service quality score.After a thorough investigation of Porsche Centre A,from the five dimensions of tangibility,reliability,responsiveness,assurance,and empathy of service quality,a service quality plan suitable for the long-term development of the enterprise is proposed,and the advantages of 4S stores are used to enhance The competitiveness of enterprises in order to enhance the ability to seize market share.Improve the customer complaint handling mechanism,improve the loyal relationship with customers,and increase customer satisfaction,thereby increasing output value and profits.It also put forward a guarantee plan for cross-departmental cooperation,full performance fluctuation,focusing on after-sales promotion and after-sales internship system,to ensure that the promotion plan can be carried out smoothly.This paper takes the situation of a single store as an example to study the common faults of dealers and propose directions for improvement,so as to provide guidance and reference for more Porsche Centers and other car dealers.