随着汽车行业竞争日益激烈，汽车产品同质化程度越来越高，各大汽车厂商纷纷将 业务重心从产品转至服务，可见要在汽车市场占得一席之地，提升顾客满意度是绕不开 的议题。中日合资的A公司在年产销量逐年提升的同时，顾客满意度却持续低迷，排名 始终在20名以后徘徊。同时由于A公司顾客投诉处理业务开展较晚，相关原则、流程 均照搬日本，并不完全符合中国国情，因此，以A公司为例分析投诉的深层原因，找出 具有普遍适用性的因地制宜的解决方案迫在眉睫。 本文首先对顾客投诉、顾客满意度、汽车行业顾客满意度相关研究、顾客投诉与沟 通技巧、顾客投诉管理与应对策略和顾客满意度评价体系的理论进行了回顾与研究，确 定了本文对A公司的诊断目标及本文的论文结构。 再从顾客投诉管理体制、投诉管理组织架构现状、投诉管理的原则及步骤等方面对 A公司投诉管理体系和投诉现状进行诊断分析时，本文发现，A公司的投诉应对架构比 较完善，但是在属地化应对方面存在先天的水土不服。本文通过文档分析、访谈分析和 典型个案分析三个分析方法，初步判断得出A公司顾客投诉产生的原因主要在于销售问 题、售后服务问题和品质问题三方面。分别从经销商、厂家和顾客三个层面深入辨析时 发现，A公司顾客投诉产生的深层次原因在于销售管理不完善、品质保障不完善、服务 意识肤浅、顾客启蒙活动不足等。针对上述问题，本文根据理论依据提出了顾客投诉管 理对策，首先明确了顾客投诉处理策略和目标，进而给出了四大对策：完善销售管理、 提升服务意识、完善品质保障、增加顾客启蒙活动。 通过系统梳理A公司顾客投诉问题产生的原因并提出对策，解决A公司投诉管理 体系的水土不服问题，使其能因地制宜地融合中国市场需求，提升顾客满意度，对于广 大汽车企业同样具有现实借鉴意义，对于中国汽车市场消费者而言，亦是体验度的一次 全面提升。 关键词：顾客投诉；顾客满意度；汽车行业；售后服务 II Abstract With the increasingly fierce competition in the automotive industry, the homogeneity of automotive products is getting higher and higher. Major automotive manufacturers are gradually shifting their focus from products to services. It is particularly urgent and important to improve customer satisfaction. A is a Sino Japanese joint venture automobile company. Relying on the vigorous development of China's automobile market, annual production and sales have increased year by year. However, customer satisfaction continues to be low. At the same time, due to the late development of the customer complaint handling business of Company A, the relevant principles and processes are copied from Japan, which is not fully in line with China's national conditions. Therefore, it is very necessary and urgent to analyze the underlying causes of complaints and find a localized solution. Firstly, this paper reviews and studies the theories of customer complaint management, customer satisfaction, customer satisfaction related research in automobile industry, customer complaint and communication skills, customer complaint management and response strategies and customer satisfaction evaluation system, and then determines the diagnostic objectives of Company A and the structure of this paper. Secondly,clarifies the complaint management system and the status quo of company A, including the customer complaint management system of company A, the status quo of complaint management organization structure, the principles and steps of complaint management. It can be seen that although company A's complaint response structure is relatively perfect, there is congenital incompatibility in territorial correspondence. In the third chapter, mainly describes the diagnostic analysis and data analysis. Through documentation analysis, interview analysis and typical case analysis, this paper makes a detailed study of the situation of consultation and complaints. Through the study, it is found that the causes of complaints of Company A are mainly manifested in sales problems, after-sales service problems and quality problems. At the same time, it is produced through specific analysis from three aspects: distributors, manufacturers and customers. The deep-seated reasons include imperfect sales management, superficial service consciousness, imperfect quality assurance,increase customer enlightenment activities. After analyzing the problems, this paper puts forward the overview Countermeasures of customer complaint management according to the theoretical basis. Firstly, it clarifies the strategies and objectives of handling customer complaints, and then gives seven countermeasures: improving sales management, enhancing "customer first" service III consciousness, improving quality assurance, refining the content of handling complaints, and improving the quality, the customer enlightenment and the service recovery management of complaint handling personnel. Finally, the implementation of the scheme can be guaranteed by establishing the awareness of the crisis of complaints from all staff, standardizing the internal system management of the organization, and establishing the internal and external supervision system of the company. Keywords：Customer complaints；Customer satisfaction；Automobile industry; After-sale service； IV 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景及意义 ............................................................................................................. 1 1.1.1 研究背景 .................................................................................................................. 1 1.1.2 研究意义 .................................................................................................................. 3 1.2 国内外相关研究综述 ..................................................................................................... 3 1.2.1 顾客投诉与顾客满意度 .......................................................................................... 3 1.2.2 顾客投诉与沟通技巧 .............................................................................................. 7 1.2.3 顾客投诉管理与应对策略 ...................................................................................... 7 1.3 论文结构 ....................................................................................................................... 11 第二章 A公司顾客投诉管理体系和投诉现状 .................................................................... 13 2.1 A公司顾客投诉管理体制 ............................................................................................ 13 2.2 A公司投诉管理的原则及步骤 .................................................................................... 14 2.3 本章小结 ....................................................................................................................... 15 第三章 诊断设计和数据分析 ................................................................................................ 16 3.1 诊断方法设计 ............................................................................................................... 16 3.2 投诉管理组织架构现状 ............................................................................................... 16 3.3 文档分析 ....................................................................................................................... 18 3.3.1 顾客服务中心受理顾客电话总体情况 ................................................................ 18 3.3.2 咨询来电情况 ........................................................................................................ 18 3.3.3 投诉情况 ................................................................................................................ 20 3.4 访谈分析 ....................................................................................................................... 32 3.4.1 访谈过程 ............................................................................................