發(fā)布時(shí)間：2018-01-18 13:06

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

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

【摘要】：2016年中國(guó)乘用車(chē)銷(xiāo)量超過(guò)2400萬(wàn)輛,創(chuàng)全球歷史新高,連續(xù)八年蟬聯(lián)全球第一。但與國(guó)外成熟汽車(chē)市場(chǎng)相比,中國(guó)汽車(chē)市場(chǎng)仍存在巨大的發(fā)展前景,外界普遍預(yù)測(cè),五年內(nèi)中國(guó)汽車(chē)工業(yè)還將迎來(lái)每年6%至7%的增長(zhǎng),汽車(chē)銷(xiāo)售也將突破每年3000萬(wàn)輛。汽車(chē)行業(yè)常說(shuō):“第一輛車(chē)是靠銷(xiāo)售賣(mài)出去的,從第二輛車(chē)開(kāi)始就是靠服務(wù)賣(mài)出去的”。隨著汽車(chē)保有量的持續(xù)增長(zhǎng),可以預(yù)計(jì)未來(lái)汽車(chē)售后服務(wù)業(yè)務(wù)需求將出現(xiàn)顯著增長(zhǎng)。一汽-大眾品牌2016年產(chǎn)銷(xiāo)135萬(wàn)輛,累計(jì)保有量已突破1000萬(wàn)輛,但網(wǎng)內(nèi)經(jīng)銷(xiāo)商目前售前利潤(rùn)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(rùn)點(diǎn)。但一汽-大眾品牌經(jīng)銷(xiāo)商售后普遍面臨高達(dá)平均20-40%的客戶(hù)流失率,與此同時(shí)卻還面對(duì)較高的客戶(hù)投訴率,這對(duì)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(mǎn)意度來(lái)保證維護(hù)客戶(hù)關(guān)系、塑造品牌形象、擴(kuò)展售后市場(chǎng)、增加售后盈利等目標(biāo)。本文通過(guò)對(duì)顧客滿(mǎn)意度理論及研究現(xiàn)狀的回顧,綜合一汽-大眾品牌售后滿(mǎn)意度調(diào)研結(jié)果、本人現(xiàn)場(chǎng)走訪(fǎng)經(jīng)銷(xiāo)商調(diào)研結(jié)果、客戶(hù)訪(fǎng)談反饋信息、美國(guó)J.D.Power公司和德國(guó)大眾集團(tuán)獨(dú)立調(diào)研的橫向?qū)Ρ葓?bào)告等信息,發(fā)現(xiàn)顧客對(duì)一汽-大眾品牌售后服務(wù)不滿(mǎn)意的問(wèn)題主要集中在等待維修時(shí)間過(guò)長(zhǎng)、服務(wù)費(fèi)用高、不能一次性就徹底消除故障、抱怨處理響應(yīng)不及時(shí)等方面,并對(duì)這些問(wèn)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(mǎn)足個(gè)性化需求、服務(wù)質(zhì)量不佳等,研究構(gòu)成顧客滿(mǎn)意度的主要因素,比如服務(wù)費(fèi)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(duì)性地對(duì)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(gè)方面進(jìn)行了重點(diǎn)研究,提出了對(duì)應(yīng)的顧客滿(mǎn)意度提升策略。同時(shí),本文也制定了具體的實(shí)施保障措施,比如IT系統(tǒng)搭建完善、服務(wù)評(píng)價(jià)手段的優(yōu)化、培訓(xùn)體系的完善等來(lái)保障提升策略的正確實(shí)施。本論文預(yù)計(jì)對(duì)提高一汽-大眾品牌售后顧客滿(mǎn)意度,維系客戶(hù)關(guān)系,降低客戶(hù)流失,增加售后盈利有實(shí)際指導(dǎo)意義,一汽-大眾品牌各經(jīng)銷(xiāo)商售后服務(wù)部門(mén)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F426.471;F274

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