Research On Service Quality Improvement Strategy Of YX Company Based On SERVQUAL Model

With the booming development of the automotive industry,but complaints about automotive maintenance services continue,the service quality of automotive maintenance service companies is generally not high,and there are many shortcomings in the huge automotive aftermarket.The automotive maintenance service industry is still in a relatively backward stage.The turnover rate of old customers of YX Company located in Hefei is about 20%,the turnover rate of new customers is about 40%,and the complaint rate of customers is about 8%,which is generally higher than the 35% and 5% in the same industry.The company’s operating revenue has decreased from 23.3723 million yuan in 2016 to 16.7589 million yuan in2022 [Data source: YX Company’s financial statements].The fundamental reason for the decline in YX Company’s performance is that the service quality cannot meet market demand.Specifically,the service awareness of frontline service employees is relatively weak,the service system and processes are not perfect,the means of service informatization are low,and there is no positive and effective response to customer requests and suggestions.In the service process,there is also a lack of beneficial communication with customers,resulting in low customer satisfaction with the service,This has had a certain impact on the company’s development.Therefore,research on the service quality of YX Company and automotive maintenance service companies will have a certain impact on the healthy development of the automotive after-sales service industry.This article takes the background,research significance,and research methods of the topic as the introduction.Through literature review of the concept research and research status of service and service quality,we understand the current service quality status of YX Company,including company introduction,main business,product and business status,human resources,and YX Company overview and service quality status.Based on the SERVQUAL service quality evaluation scale and method,a questionnaire was designed and produced through questionnaire design.The investigation and analysis of YX Company’s service quality issues include questionnaire design and investigation,analysis of service quality issues,and analysis of the reasons for the company’s service quality.Finally,the evaluation of the company’s automotive maintenance service quality is conducted,and measures for improving service quality and ensuring service quality are proposed.The 594 valid questionnaires collected in this survey for customers served by YX Company were analyzed using SPSS25.0 software.Among the five dimensions,YX Company scored lower in terms of service quality,including reliability,assurance,and empathy.The main manifestations were: firstly,the company was unable to provide detailed service information to customers;Secondly,the company’s service and technical personnel do not have professional knowledge and are not able to quickly answer customer concerns;Thirdly,the company’s service personnel are not very good at caring for certain customers with special needs.By using low scoring items,problems can be clearly identified and service quality can be improved.Company employees should strengthen their professional knowledge learning and be able to quickly answer questions;Companies need to understand customers with personalized needs.Practical problems are analyzed and discussed,and through a combination of theory and practice,problems with service quality are identified to comprehensively improve customer satisfaction,enhance the company’s competitiveness,and provide certain reference opinions and experience for automotive maintenance service companies.