Research On The Improvement Of After Sales Service Quality Of Y Automobile 4S Company

With the improvement of residents’ living standards and the acceleration of residents’ consumption upgrading,cars have become essential goods.Automobile products and services have also become another profit growth point of automobile enterprises.Nowadays,the profit margin of automobile after-sales service is much higher than that of vehicle sales.How to improve the quality of automobile after-sales service,generate revenue and profits for automobile 4S stores,and enable enterprises to maintain and even expand the market in the highly competitive automobile industry has become an urgent problem for every automobile 4S store manager.Focusing on the topic of improving the quality of automobile after-sales service,this paper constructs an after-sales service quality evaluation system with 5 dimensions and 17 service indicators based on SERVQUAL model and RATER index model by reading domestic and foreign literature and studying the relevant theories of service marketing and customer relationship.Combined with the author’s field visit,this paper has a discussion and exchange with relevant personnel of after-sales service,17 survey questions were designed and questionnaires were randomly distributed to customers who came for after-sales service.By analyzing the data of the effective questionnaire,we can get the service indicators with large gap between customer expectations and perception.Combined with the problems reflected by the interviewers during the interview and the service status,we can find out the following problems in the service quality of after-sales service:insufficient maintenance and reception ability,hidden dangers in customer privacy and safety,low comprehensive quality of reception personnel The service level of stores is uneven.Then put forward the countermeasures to improve the after-sales service quality,which are: improve the standardized service level,enhance the service awareness,introduce and cultivate service talents,and introduce artificial intelligence means to ensure customer information security.Through the research of this paper,we can help y automobile 4S company improve and improve the after-sales service,so as to improve the reputation of the consumer market,expand the market share and create greater revenue.At the same time,we can also provide reference for other automobile after-sales service enterprises.