A Brand 4S Store Customer Satisfaction Improvement Strategy

Customer Satisfaction is an important standard to measure the operation quality of 4S stores.Since the marco-economics & target groups are different,and the competition situation is much more challenging,customet's expectation are dynamic changing than before.In current situation of 4s stores,customer satisfaction still not achieve the expected level due to various reasons,such as operational system,organization structure,management mode and so on.On one hand,huge potential of automobile aftermarket continues to attract capital entry.Since 2014,home repair,quick repair chains,maintenance factory stores and other new service enterprises mushroomed,it eats up the market share of 4S stores constantly.On the other hand,the service level of 4s shop is not satisfied by customers,which enlarge big gap between customer's experience and their expectation of the maintenance service continuously.Under the background of new normal macro economy,the growth rate of automobile sales is slowing down,and the operating pressure of 4s stores is increasing.Based on the theory of customer satisfaction,this thesis analyzes the current situation of a brand 4s store with various tools.The reliability,professional level,tangibility,empathy and responsibility of RATER index were used to measure customer satisfaction.By analyzing customer satisfaction scores in five dimensions of RATER index,we found out the problems and causes of Customer Satisfaction in 4s stores.In the five dimensions of reliability,professionalism,Tangibility,empathy and responsiveness,suggestions are proposed for further improvement.