Research On Service Quality Improvement Strategy Of CY Auto Finance Company Based On SERVQUAL Model

China’s auto finance started in the early 1990 s,with the rapid growth of China’s auto consumption market,the size of the auto finance market has reached one trillion.The trillion-level auto finance market is like a giant magnetic field,attracting more and more financial institutions to participate in the auto finance industry,and the market competition is becoming increasingly intense.For the sake of competing for more market shares,financial institutions constantly adjust and imitate each other in products and sales channels,resulting in serious product homogeneity and sales channel overlap in the auto finance market.Under normal circumstances,channel cooperation enterprises will choose two or more financial institutions to cooperate with.The service quality of financial institutions will be a momentous factor affecting the business flow of cooperative enterprises,which will have an important impact on the performance of financial institutions.From 2018 to 2020,the performance of CY Auto Finance Company showed a fluctuation decline,which may be because the service quality of CY Auto Finance Company was not satisfactory to the cooperative enterprises,and the cooperative enterprises allocated customer resources to other financial institutions with better service quality,resulting in a sharp decline in performance.This thesis adopts SERVQUAL gap model to conduct empirical research on the service quality of CY Auto Finance Company.First of all,based on SERVQUAL measurement scale and combined with the service content to cooperative enterprises provided by CY Auto Finance Company,this thesis constructed an evaluation index system suitable for evaluating CY Auto Finance Company’s service quality.The evaluation indicators were designed as electronic questionnaires and distributed in the group of business communication of national cooperative enterprises.Secondly,this thesis uses SPSS24.0 data analysis software to carry out scientific analysis on 410 recovered questionnaires of service quality,on this basis,the total gap of service quality is calculated.Finally,this thesis makes an in-depth analysis of the causes of the dimensional service quality gap.This thesis studies have found that the low level of IT technology is the dominating cause for the service quality gap between tangible and assured dimensions,the low sense of responsibility of employees is the dominating cause for the service quality gap of reliability dimension,the low service efficiency of employees is the dominating cause for the service quality gap of responsiveness dimension,the poor external communication is the dominating cause for the service quality gap of empathy dimension.In order to improve the overall service quality of CY Auto Finance Company,this thesis revolves around IT technical service ability,staff responsibility,service efficiency,external communication effect four aspects to put forward specific service quality improvement strategies.This thesis empirically analyzes the problems existing in the service quality of CY Auto Finance Company and proposes improvement strategies,which aim to strengthen the partnership between the company and cooperative enterprises.The research results of this thesis have important actual sense for the sustainable development of CYAuto Finance Company.