Improvement Of After-sale Service Quality Of Equipment Manufacturing Company M

In the context of the global servitization trend of manufacturing industry,more and more manufacturing companies will increase competitiveness by enhancing service.Although company M is a global-leading manufacturer of glass processing equipment,its orders have shrunk severely because of the saturation of the domestic upstream industry chain and the negative impact of the New Crown epidemic on the global economy.The product-oriented marketing strategy that has been established for long time no longer meets the current corporate development.It is imminent to transform marketing to service,which includes after-sales service.After-sales service is a crucial part of enterprise service.It is an important initiative for enterprises to maintain or expand their market share.The performance of after-sales service will directly affect customer satisfaction and customer loyalty,which can affect enterprise profits ultimately.However,after-sales service of company M is obviously insufficient in commitment fulfillment and response speed.Compared with the same industry,the price of maintenance and spare parts is uncompetitive.The measurement model is simple and the improvement plans are not targeted.All listed above seriously restrict the service effectiveness.It is necessary to establish an after-sales service measurement system for company M.This thesis takes company M as the research object.First,the thesis reviews related theories including service quality,service marketing,customer satisfaction and customer loyalty.Second,combining the characteristics of after-sales service of equipment manufacturing industry and the current after-sales service situation of company M,the thesis proposes the after-sales service quality assessment dimensions for company M based on the SERVQUAL scale.Third,the thesis constructs the after-sales service quality assessment scale of company M,which includes 6dimensions with 25 items,that is,tangibility,reliability,responsiveness,assurance,empathy and economy.Then,the questionnaire data that are collected online or on-site are analyzed for reliability,validity,significance test and regression in order to explore the influence mechanism between the six dimensions of after-sales service quality and customer satisfaction,customer satisfaction and customer loyalty.The importance of the six dimensions are also analyzed.Finally,the corresponding improvement strategies are proposed to provide theoretical basis for the healthy development of company M.This thesis constructs a scale for measuring after-sales service quality of equipment manufacturing enterprises,which is of great practical significance for the improvement of after-sales service quality of company M.It also enriches the relevant research results of after-sales service quality measurement and provides research reference for the same type of enterprises.