本文關(guān)鍵詞：一汽—大眾品牌售后顧客滿意度提升策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 汽車售后服務(wù) 顧客滿意度 服務(wù)質(zhì)量 人員能力 流程優(yōu)化

【摘要】：2016年中國乘用車銷量超過2400萬輛,創(chuàng)全球歷史新高,連續(xù)八年蟬聯(lián)全球第一。但與國外成熟汽車市場相比,中國汽車市場仍存在巨大的發(fā)展前景,外界普遍預(yù)測,五年內(nèi)中國汽車工業(yè)還將迎來每年6%至7%的增長,汽車銷售也將突破每年3000萬輛。汽車行業(yè)常說:“第一輛車是靠銷售賣出去的,從第二輛車開始就是靠服務(wù)賣出去的”。隨著汽車保有量的持續(xù)增長,可以預(yù)計未來汽車售后服務(wù)業(yè)務(wù)需求將出現(xiàn)顯著增長。一汽-大眾品牌2016年產(chǎn)銷135萬輛,累計保有量已突破1000萬輛,但網(wǎng)內(nèi)經(jīng)銷商目前售前利潤空間逐步減小,迫切需要在售后服務(wù)等衍生領(lǐng)域?qū)ふ曳�(wěn)定的利潤點。但一汽-大眾品牌經(jīng)銷商售后普遍面臨高達(dá)平均20-40%的客戶流失率,與此同時卻還面對較高的客戶投訴率,這對于售后服務(wù)業(yè)務(wù)的健康可持續(xù)發(fā)展極為不利,因此需要不斷提升售后顧客滿意度來保證維護(hù)客戶關(guān)系、塑造品牌形象、擴(kuò)展售后市場、增加售后盈利等目標(biāo)。本文通過對顧客滿意度理論及研究現(xiàn)狀的回顧,綜合一汽-大眾品牌售后滿意度調(diào)研結(jié)果、本人現(xiàn)場走訪經(jīng)銷商調(diào)研結(jié)果、客戶訪談反饋信息、美國J.D.Power公司和德國大眾集團(tuán)獨立調(diào)研的橫向?qū)Ρ葓蟾娴刃畔?發(fā)現(xiàn)顧客對一汽-大眾品牌售后服務(wù)不滿意的問題主要集中在等待維修時間過長、服務(wù)費用高、不能一次性就徹底消除故障、抱怨處理響應(yīng)不及時等方面,并對這些問題的產(chǎn)生進(jìn)行原因剖析,比如服務(wù)人員能力不足、服務(wù)流程難以滿足個性化需求、服務(wù)質(zhì)量不佳等,研究構(gòu)成顧客滿意度的主要因素,比如服務(wù)費用、服務(wù)質(zhì)量、服務(wù)效率等,并結(jié)合一汽-大眾品牌售后服務(wù)發(fā)展戰(zhàn)略,針對性地對一汽-大眾品牌售后服務(wù)人員能力、服務(wù)質(zhì)量、服務(wù)流程三個方面進(jìn)行了重點研究,提出了對應(yīng)的顧客滿意度提升策略。同時,本文也制定了具體的實施保障措施,比如IT系統(tǒng)搭建完善、服務(wù)評價手段的優(yōu)化、培訓(xùn)體系的完善等來保障提升策略的正確實施。本論文預(yù)計對提高一汽-大眾品牌售后顧客滿意度,維系客戶關(guān)系,降低客戶流失,增加售后盈利有實際指導(dǎo)意義,一汽-大眾品牌各經(jīng)銷商售后服務(wù)部門可以參考借鑒。
[Abstract]:China's passenger car sales exceeded 24 million units in 2016, the highest in the world and the world's number one for eight consecutive years. However, compared with foreign mature automobile markets, China's car market still has a huge development prospects. It is widely predicted that China's auto industry will also see an annual growth of 6% to 7% in five years, with sales of more than 30 million vehicles per year. "the first car is sold on the basis of sales," the auto industry has often said. Starting with the second car, it was sold on a service basis. "as car ownership continues to grow. It can be expected that the demand for after-sales service will increase significantly in the future. FAW-VW brand produced and sold 1.35 million vehicles in 2016, and the total number of vehicles has exceeded 10 million. However, the net dealers are gradually reducing their pre-sale profit space. There is an urgent need to find a stable profit point in derivative areas such as after-sales service. But FAW-Volkswagen brand dealers generally face a high average customer turnover rate of 20-40% after sale. At the same time, it also faces a high customer complaint rate, which is extremely adverse to the healthy and sustainable development of after-sales service business, so we need to continuously improve after-sales customer satisfaction to ensure the maintenance of customer relations. Through the review of the theory of customer satisfaction and the current situation of research, this paper synthesizes the research results of FAW-VW brand after-sales satisfaction. I visited the dealer survey results, customer interviews feedback information, the United States J.D. Power and the German Volkswagen Group independent research horizontal comparison report and other information. Found that customers are not satisfied with FAW-VW brand after-sales service problems mainly focus on waiting for the maintenance time is too long, high service costs, can not eliminate the fault once and for all, complain processing response is not timely and so on. And analyze the causes of these problems, such as insufficient capacity of service personnel, service process is difficult to meet the personalized demand, service quality is not good, research the main factors of customer satisfaction. Such as service costs, service quality, service efficiency, and combined with FAW-Volkswagen brand after-sales service development strategy, targeted FAW-Volkswagen brand after-sales service personnel capacity, service quality. Three aspects of the service process were studied, and the corresponding customer satisfaction promotion strategy was proposed. At the same time, this paper also formulated specific implementation measures, such as IT system building and improvement. The optimization of service evaluation means, the improvement of training system to ensure the correct implementation of the promotion strategy. This paper is expected to improve FAW-Volkswagen brand after-sale customer satisfaction, maintain customer relationships, reduce customer drain. Increase after-sale profit has practical guidance significance, FAW-Volkswagen brand dealers after-sales service departments can refer to.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.471;F274

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