本文關(guān)鍵詞：一汽—大眾奧迪客戶服務(wù)滿意度提升策略研究　出處：《吉林大學(xué)》2015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) 服務(wù)滿意度 優(yōu)化 質(zhì)量提升

【摘要】：隨著中國(guó)市場(chǎng)汽車行業(yè)的快速發(fā)展及汽車市場(chǎng)的急劇膨脹，各汽車品牌的市場(chǎng)競(jìng)爭(zhēng)也日趨激烈，而對(duì)于高端汽車品牌而言，體格戰(zhàn)愈演愈烈，汽車銷售利潤(rùn)漸薄，經(jīng)銷商已主要靠售后服務(wù)等業(yè)務(wù)來贏利，經(jīng)銷商企業(yè)的汽車銷售業(yè)務(wù)對(duì)其營(yíng)收和利潤(rùn)貢獻(xiàn)率均下降。據(jù)卡思調(diào)查的數(shù)據(jù)，2014年中國(guó)汽車客戶服務(wù)滿意度得分為85.53分，比2013年出現(xiàn)明顯下降。進(jìn)口車品牌雖然處于領(lǐng)先地位，但是各品牌的客戶服務(wù)滿意度差距在縮小，進(jìn)口車品牌的優(yōu)勢(shì)也在漸漸減小。中國(guó)從2013年10月開始實(shí)施汽車三包政策，支持消費(fèi)者的維修、更換和退貨權(quán)利。新政策對(duì)服務(wù)滿意度以及經(jīng)銷商利潤(rùn)方面都產(chǎn)生了巨大的壓力。為盡快減小這些潛在的不利影響，滿足或超越客戶的服務(wù)期望將成為經(jīng)銷商工作的重點(diǎn)。 奧迪品牌一直是中國(guó)豪華汽車市場(chǎng)的領(lǐng)軍者，但是面對(duì)如此激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境以及自身經(jīng)銷商網(wǎng)絡(luò)的快速發(fā)展，銷售新車的利潤(rùn)率也是越來越薄，售后服務(wù)利潤(rùn)成為經(jīng)銷商利潤(rùn)的主要來源，如何提升汽車用戶的服務(wù)滿意度才是4S店需要考慮的主要問題。由于長(zhǎng)期以來各經(jīng)銷商領(lǐng)導(dǎo)層過多關(guān)注利潤(rùn)，只注重車間產(chǎn)值，導(dǎo)致經(jīng)銷商服務(wù)人員維修技能下滑、服務(wù)接待不規(guī)范、缺乏專業(yè)人員管理、維修時(shí)間過長(zhǎng)等問題，這些都已經(jīng)成為經(jīng)銷商售后管理中亟待解決的重點(diǎn)問題，而且影響了客戶滿意度。本文根據(jù)經(jīng)銷商現(xiàn)場(chǎng)走訪收集的數(shù)據(jù)，以及查閱汽車售后相關(guān)的文獻(xiàn)，借鑒業(yè)內(nèi)的其它數(shù)據(jù)標(biāo)準(zhǔn)，分別從服務(wù)形象、服務(wù)行為、服務(wù)流程、服務(wù)人員能力等四個(gè)方面進(jìn)行深入地研究，幫助奧迪經(jīng)銷商提升客戶服務(wù)滿意度，培養(yǎng)忠誠(chéng)客戶，并實(shí)現(xiàn)售后服務(wù)利益持續(xù)穩(wěn)定的增長(zhǎng)。為了保證這些措施能夠順利實(shí)施，本文也介紹了對(duì)應(yīng)的實(shí)施保障策略，，如：服務(wù)流程保障、服務(wù)技能保障、IT與系統(tǒng)保障等。只有經(jīng)銷商服務(wù)人員的能力提升了，體制健全了，售后服務(wù)的質(zhì)量才能提升，客戶服務(wù)滿意度才能提升，奧迪品牌才能夠繼續(xù)在中國(guó)市場(chǎng)上持續(xù)穩(wěn)定的發(fā)展。
[Abstract]:With the rapid development of the automobile industry and the rapid expansion of the automobile market in China, the market competition of various automobile brands is becoming increasingly fierce, and for high-end automobile brands, the physical battle is becoming increasingly fierce. Auto sales profit is thinning, dealers have mainly relied on after-sales service to make profits, car sales business of dealer enterprises to its revenue and profit contribution rate has decreased. According to the data of Cass survey. China's auto customer service satisfaction score in 2014 was 85.53, a significant decline from 2013, with imported car brands in the lead. However, the customer service satisfaction gap among brands is narrowing, and the advantages of imported car brands are gradually diminishing. In October 2013, China began to implement the three-pack policy to support the maintenance of consumers. Replacement and return rights. The new policy has put a lot of pressure on service satisfaction and dealership profits. To minimize these potential adverse effects as soon as possible. Meeting or exceeding customer service expectations will be the focus of dealer work. Audi has always been the leader in China's luxury car market, but in the face of such fierce market competition and the rapid development of its dealer network, the profit margin of selling new cars is becoming thinner and thinner. After-sales service profits become the main source of dealers' profits, how to improve the service satisfaction of car users is the main problem that 4S stores need to consider. For a long time, the dealers' leaders pay too much attention to the profits. Only pay attention to workshop output value, leading to dealer service personnel maintenance skills decline, service reception is not standardized, lack of professional management, maintenance time and other problems. All of these have become the key issues to be solved in the aftermarket management of dealers, and affect customer satisfaction. According to the data collected by dealers on the spot, as well as consulting the relevant documents after sales. Using other data standards of the industry for reference, this paper makes in-depth research from four aspects: service image, service behavior, service flow, service personnel ability, to help Audi dealers improve customer service satisfaction. In order to ensure the smooth implementation of these measures, this paper also introduces the corresponding implementation security strategies, such as: service process security. Service skills guarantee IT and system security etc. Only when the ability of dealer service personnel is improved and the system is sound, the quality of after-sales service can be improved, and the customer service satisfaction can be improved. Only then can the Audi brand continue to develop steadily in the Chinese market.
【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】：2015
【分類號(hào)】：F426.471;F274

【共引文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前7條

1 蒲曉龍;體育用品零售公司終端員工針對(duì)性培訓(xùn)研究[D];西北農(nóng)林科技大學(xué);2012年

2 杜綠葉;奧迪經(jīng)銷商售后培訓(xùn)模式研究[D];西北農(nóng)林科技大學(xué);2012年

3 王曉蕾;公共組織培訓(xùn)中組織目標(biāo)與個(gè)人目標(biāo)的沖突與契合[D];廈門大學(xué);2014年

4 王靜;TD集團(tuán)企業(yè)員工培訓(xùn)體系優(yōu)化研究[D];湘潭大學(xué);2014年

5 王燦;深圳M裝飾公司員工培訓(xùn)體系的構(gòu)建與實(shí)施研究[D];中南大學(xué);2013年

6 于長(zhǎng)蓮;D生產(chǎn)力促進(jìn)中心通用培訓(xùn)體系構(gòu)建研究[D];大連理工大學(xué);2014年

7 董志會(huì);基于銷售流程的奧迪汽車客戶滿意度研究[D];吉林大學(xué);2015年

本文編號(hào)：1387213