摘要
摘要
随着全球经济速度放缓，家电行业发展进入成熟期，家电市场竞争进
入白热化的程度。服务经济的重要性逐步凸显，逐步变成新经济时代下的
核心竞争力，服务的价值正在变得越来越重要。而对于经历了惨烈的 “价格
战”的家电行业，竞争的重点也正在发生变化，家电售后服务质量成为了家
电企业市场竞争的重中之重。各大家电企业将提升家电售后服务质量作为
各自的竞争战略。
WP公司是全球最大的大型家用电器制造商之一在中国市场成立的集
团公司下设的云南分公司，公司产品涵盖冰箱、洗衣机、厨房电器、生活
电器等系列产品线。随着公司在中国市场的份额不断扩大，公司正致力于
进一步推动各个业务板块管理升级。而售后服务作为品牌增长的关键因素，
售后服务将作为管理升级的重点模块。因此本文以此为契机，以 WP公司
售后服务为研究对象，通过对 WP公司服务工程师、售后管理人员以及售
后服务顾客走访对 WP公司家电售后服务实际情况进行了解，对售后服务
现状进行全方位分析。
本文以 WP公司家电售后服务质量为研究主体，运用 SERVQUAL模型
评价方法，结合家电售后服务实际情况，建立了从五个维度一共 22个指标
的《WP家电售后服务质量调查问卷》。问卷采用李克特 5级评分量表编制，
从客户期望和感知两个方面进行问卷调查。通过随机取样原理，发放 400
份调查问卷，收集有效问卷集 395份。对问卷用户基础信息部分进行描述
性统计。掌握 WP公司家电售后顾客群体的的基本特征，采用 SPSS23.0对
调查问卷主体量表部分进行效度和信度验证。通过定量分析法结合问卷用
户对五个维度重要性评分计算五个维度权重，再根据五个维度权重计算总
体服务质量差距值，之后分别计算维度和各个指标的服务质量差距。
通过 WP公司家电售后服务现状分析结合问卷调查结果分析，找出售
后服务质量主要差距来源对差距形成原因进行详细分析。最后，结合 IPA
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摘要
方法分析确定 5个维度提升优先级，根据提升优先级次序依次提出 5个维
度提升策略。
本文根据研究结论，结合家电售后服务行业的现状及 WP公司家电售后服务
的实际情况，提出 WP公司提升售后服务质量提升策略，希望对 WP公司能有
实际应用上的帮助，对其他家电企业售后服务质量提升有借鉴参考价值。
关键词：家电售后；服务质量；SERVQUAL模型；提升策略；
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Abstract
Abstract
As the global economy slows, the home appliance industry has also achieved
considerable development. At present, the home appliance industry has gradually
become mature, and the competition in the home appliance market has become
white-hot. Competition in the new economic era has become the competition of
service economy. The proportion of tangible products in satisfying consumer demand
is gradually decreasing, the focus of competition has also changed in the home
appliance industry, which has experienced a fierce price war. The quality of home
appliance after-sale service has become the top priority in the market competition of
home appliance enterprises.
WP company is one of the world's largest large household appliances
manufacturers in the Chinese market set up under the group company yunnan branch,
the company's products cover refrigerators, washing machines, kitchen appliances,
household appliances and other series of product lines. At present, the company is
committed to further promote the management of each business segment
upgrade. And after-sales service as a key factor of brand growth, after-sales service
will be as a key module of management upgrade. Therefore, this paper also takes WP
Company as the research object. Through the interview method, the service engineers,
after-sales management personnel and after-sales service customers of WP company
understood the actual situation of after-sales service of household appliances in WP
Company, and analyzed the current situation of after-sales service from different
perspectives.
This paper takes the after-sales service quality of WP household appliances as
the research subject, takes SERVQUAL model and evaluation method as the
theoretical basis, and combines the characteristics of home appliance after-sales
service to formulate the "WP Household appliances After-sales Service Quality
Questionnaire" including five dimensions of reliability, assurance, responsiveness,
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