研究生鮮^^7导师签名’7乂上&39; ABH奥迪4S店售后服务满意度提升研究
研究生:汤柳杨
导师:陈志斌
东南大学
摘要
随着中国经济的腾飞,人民收入水平不断提高,对于汽车的需求也更加旺盛。由于
需求市场爆炸性增长,我国汽车工业也取得了长足的进步,特别是近10年的快速发展,
当前汽车产业己成为我国国民经济的支柱性产业。汽车4S店作为汽车行业的终端,直
接面对消费,在汽车产业链的地位凸显,也成为各大品牌的必争之地。这一经营模式一
经引进,各大品牌汽车4S店如雨后春笋般建立起来。因为竞争的加剧,汽车行业的竞
争也逐步从“以产品为中心”的模式向“以客户为中心”模式转移,客户资源被作为企
业最重要的核心资源。面对如此激烈的竞争,各4S店势必要了解和满足客户的需求,
不断提升服务水平,提升客户满意度己成为汽车4S店在市场竞争中取得优势的重要武
器

客户满意度是市场经济下自由竞争的产物,是人们经济生活福利的体现,是汽车4S
店极具价值的无形资产,它已成为衡量4S店全面运营质量的最重要标准标准之一。对
于汽车4S店来说,如何提高客户满意度己显得尤为重要和迫切。近年来,ABH奥迪4S
店的发展虽然取得了一定的成绩,但随着市场竞争的加剧,ABH奥迪4S店必须尽快改
变自己的服务理念,使经营重心转移为以客户为中心的服务和提高客户忠诚度方面来,
从而能在汽车售后服务行业中建立持久的竞争优势

本文以ABH奥迪4S店售后服务满意度为研宄对象,在充分比较和借鉴瑞典客户满
意度指数模型(SCSB)、欧洲客户满意度指数模型(ECSI)的基础上,以美国客户满意度
指数模型(ACSI)为基础构建ABH奥迪4S店售后客户满意度测评体系,通过大量的
调查和数据收集,综合运用战略管理、流程管理、客户满意度的基本理论方法,得出
ABH奥迪4S店售后服务当前的满意度水平,发现日常工作中的不足

通过对ABH奥迪4S店售后服务的研宄,本文认为从加强内部人员管理、优化售后
服务内部流程、客户满意度策略管理等方面提升售后服务满意度。加强内部服务人员管
理,主要从提高员工满意度着手,加强员工服务能力培训,建立“以客户为导向”的服
务理念。员工满意是客户满意的保证,同时还要依靠完善的流程。本文还从预约、接车、
维修、交车、结账、回访、服务行为优化等环节完善服务流程提供了相应的建议。另外
I 从基于客户期望、客户感知质量、客户感知价值等方面提供了相应的管理策略建议

现阶段国内外不少学者将不同的测评模型引入到实例运用中对客户满意度进行调
查分析时,往往对某项评测做出不确定性的评价,导致最终评测结果不能真实反映现实
情况,本文对于避免此种不确定的研宄具有现实的理论意义。另外,对于汽车4S店而
言,通过满意度评测,有利于持续改进和创新服务,准确了解客户的期望与目前所提供
的服务质量之间的差距,采取相关改进措施,有针对性提升客户满意度,因此研宄售后
服务满意度也具有一定的现实意义

关键词:汽车经销商售后服务满意度提升研究
II PROMOTION RESEARCH ON CUSTOMER SATISFACTION
OFABH AUDI 4S DEALER AFTER-SALES SERVICE
Postgraduate: Tang Liuyang Tutor: Chen Zhibin
Southeast University
ABSTRACT
With China’s economic take-off, people’s income levels continue to improve,the demand
for cars is also more vigorous. As the demand for the market explosive growth, Chinas auto
industry has made considerable progress, especially in the past 10 years of rapid development,
the current auto industry has become China&39;s national economy pillar industry. Vehicle 4S
dealer as the terminal of the automotive industry, directly in the face of consumer,
highlighting the status of the automotive industry chain, has become the major battleground of
all vehicle brands. Once introduced, the vehicle 4S dealer of major vehicle brand
mushroomed to build up. Because of the intensification of competition, the competition of the
automobile industry has gradually shifted from the product-centric model to the
customer-centric model,and the customer resources are the most important core resources
of the enterprise. Faced with such a fierce competition^ the vehicle 4S dealer is bound to
imderstand and meet customer needs, and continuously improve the level of service, to
provide customer satisfaction in the market competition to become an important weapon in
the advantages.
Customer satisfaction, the product of free competition under the market-oriented
economy,the embodiment of people’s economic life benefit,and also the valuable intangible
assets of auto 4S dealer, has become an important measure standard of 4S dealer overall
operation quality. For the auto 4S dealer, how to improve customer satisfaction has become
particularly important and urgent. In recent years, ABH Audi 4S dealer has achieved some
success in company operation, but with the intensification of market competition, ABH Audi
4S dealer must change its service concept as soon as possible,so that it can make the business
focus moving on customer-centric service and improving customer loyalty,thus to establish a
lasting competitive advantage in the auto after-sales service industry.
Based on the after-sales service of ABH Audi 4S dealer as research carrier and the
American Customer Satisfaction Index Model (ACSI), this thesis develop the customer
satisfaction evaluation system of ABH Audi 4S dealer, on the basis of fully comparisons and
lessons from tiie Swedish Customer Satisfaction Index Model(SCSB) and the European
m Customer Satisfaction Index Model (ECSI).Through a large number of surveys and data
collection, the research find the key factor which are obstacles to ABH Audi 4S dealer
after-sales by integrated use of the basic theoretical approach of strategic management,
process management and ciistomer satisfaction. Finally, from the aspect of process enhancing,
staff management, customer expectation, experienced quality, experience value and customer
complaint,tiiis thesis conclude the proposal on customer satisfaction improving that also has a
certain theoretical value and practice for auto 4S dealer business development.
At present,m姐y schol奶 at domestic 肪d abroad will introduce different evd似tion
models into the analysis of customer satisfaction in the application of examples,often make a
evaluation of the evaluation of uncertainty, resulting in the final evaluation results can not
truly reflect the reality. It is of practical theoretical significance to avoid such uncertain
research. In addition, for the vehicle 4S dealer, through the evalxiation of satisfaction, is
conducive to continuous improvement and innovation services, an accurate understanding of
customer expectations and the quality of service provided by the current gap, to take relevant
improvements, targeted to enhance customer satisfaction, so the study of after-sales service
satisfection has a certain practical significance.
Key Words: Auto dealer; Afler-sales service; Customer satisfaction;
Promotion research
IV 目录
摘要 I
ABSTRACT III
第一章绪论 1
1.1酿胃胃 1
1.2喊教 2
1.2.1 職奴 2
1.2.2实际意义 2
1.3研宄内容与研宄方法 2
1.4研宄中的创新 3
第二章文献回顾与理论基础2.1客户满意度理论 4
2.1.1客户满意的文献回顾与理论2.1.2客户满意度的概念和研宂2.1.3客户满意度评测模型2.2汽车4S店售后服务 8
第三章ABH奥迪4S店售后服务满意度调査及问题分析3.1 ABH奥迪4S店售后满意度调査模型的选择3.1_1我国汽车4S店售后满意度现状分析3.1.2 ABH奥迪4S店的基本情况3.1.3满意度调査模型的选择3.2满意度调査模型指标体系的确定3.3满意度的测算 16
3.3.1客户期望的测算3.3.2客户感知的测算3.3.3反哺因素指标的测算3.4.满意度调査问卷设计与收集3.4.1问卷的设计 17
3.4.2满意度调査的实施3.4.3数据收集的描述3.5. ABH奥迪4S店售后服务数据分析3.5.1 ABH奥迪4S店客户期望的测量3.5.2 ABH奥迪4S店客户感知的测量3.5.3反哺因素的测量3.5.4数据分析 21
第四章提升ABH奥迪4S店售后服务满意度的措施
23
4.1加强内部服务人员管理
23
4.1.1提高员工满意度
23
V 4.1.2加强员工服务能力培训
25
4.1.3建立“以客户为导向”的服务理念
27
4.2售后服务内部流程优化
29
4.2.1 预约 29
4.2.2接车环节 30
4.2.3修理环节 30
4.2.4交车环节 31
4.2.5结账环节
31
4.2.6回访关爱环节 31
4.2.7服务行为优化 31
4.3.客户满意度策略管理
33
4.3.1优化客户期望的管理策略
33
4.3.2提升感知质量的管理策略
34
4.3.3提高感知价值的管理策略
35
4.3.4提升客户忠诚的管理策略
36
结论与展望 38
致谢 40
参考文献 41
在学期间发表的论文 43
附录
44
VI 东南大学硕士学位论文
第一章绪论
第一章绪论
1.1研宄背景
加入WTO后,受到经济全球化的影响,我国进入经济快速发展时期,取得了令人
骄傲的成就,特别是在2010年,我国超越日本成为仅次于美国的全球第二大经济体

伴随着我国经济的腾飞,我国汽车工业也取得巨大的进步,特别是近几年的快速发展

当前,全球各大汽车厂商都将中国视为重要的战场,纷纷在中国本土建立工厂并且第一
时间发布最新的车型,汽车行业在我国国民经济中具有非常重要的地位,特别是
。。。以上简介无排版格式，详细内容请下载查看