【摘要】：隨著我國(guó)經(jīng)濟(jì)的快速發(fā)展，我國(guó)居民生活水平地不斷提高，汽車快速地走進(jìn)了千家萬(wàn)戶。轎車由原來(lái)的高端消費(fèi)品變?yōu)槠胀ǖ纳畲焦ぞ�。伴隨著汽車銷量的迅速增加，汽車銷售市場(chǎng)的競(jìng)爭(zhēng)也越來(lái)越激烈，市場(chǎng)快速由“賣方市場(chǎng)”向“買方市場(chǎng)”轉(zhuǎn)變，整車銷售利潤(rùn)在逐漸下滑，售后服務(wù)已成變?yōu)榻?jīng)銷商的重要利潤(rùn)增長(zhǎng)點(diǎn)，在整個(gè)盈利中占的比重越來(lái)越大，同時(shí)汽車行業(yè)的售后服務(wù)也面臨越來(lái)越大的發(fā)展空間和競(jìng)爭(zhēng)壓力。隨著汽車行業(yè)的發(fā)展，汽車用戶對(duì)服務(wù)的期望值也越來(lái)越高，各汽車品牌4S店數(shù)量的快速增加，售后服務(wù)行業(yè)的人才需求也越來(lái)越大。汽車路邊店、綜合修理廠的規(guī)模不斷擴(kuò)大，與4S店的競(jìng)爭(zhēng)越來(lái)越激烈，汽車4S店的客戶流失越來(lái)越大。我們通過(guò)用戶服務(wù)滿意度調(diào)查發(fā)現(xiàn)，4S店普通存在維修花費(fèi)太多、服務(wù)時(shí)間長(zhǎng)、服務(wù)流程執(zhí)行不規(guī)范、人員流失等問(wèn)題。論文從影響滿意度，影響客戶感受的幾個(gè)因素進(jìn)行分析，客戶售后服務(wù)關(guān)注的因素、客戶對(duì)4S店售后服務(wù)質(zhì)量的評(píng)價(jià)、客戶的需求和客戶的期望等方面分析了客戶流失現(xiàn)象，并從服務(wù)工作的各個(gè)工作區(qū)域入手，改善工作區(qū)域的環(huán)境，細(xì)化7步奧迪服務(wù)核心流程，針對(duì)每一步細(xì)分成小步驟，，每個(gè)小步驟明確負(fù)責(zé)人、輔助工具、具體的流程細(xì)節(jié)，流程執(zhí)行的要點(diǎn)，流程執(zhí)行過(guò)程中的注意事項(xiàng)，檢查的要點(diǎn)。通過(guò)服務(wù)質(zhì)量調(diào)查手段，適時(shí)改進(jìn)，提高服務(wù)效率、增加服務(wù)透明度、加強(qiáng)4S店人員培訓(xùn)和人員管理、開展各種服務(wù)營(yíng)銷活動(dòng)等方面制訂了相應(yīng)的服務(wù)改進(jìn)措施。期望通過(guò)推進(jìn)4S店進(jìn)行有針對(duì)性的服務(wù)改進(jìn)，對(duì)維護(hù)品牌高端形象、保持市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)、提高和保持客戶滿意度及品牌忠誠(chéng)度起到積極的促進(jìn)作用。
[Abstract]:With the rapid development of China's economy, the living standards of Chinese residents have been continuously improved, and cars have entered thousands of households. Cars from the original high-end consumer goods into ordinary life on behalf of the tools. With the rapid increase of automobile sales, the competition in the auto sales market is becoming more and more fierce. The market changes rapidly from the "seller's market" to the "buyer's market", and the profit of the whole car sales is gradually declining. After-sales service has become an important profit growth point of dealers, which accounts for more and more proportion in the whole profit. At the same time, the after-sales service of automobile industry is also facing more and more development space and competition pressure. With the development of automobile industry, the expectation of automobile users to service is higher and higher, the number of 4S stores of each automobile brand increases rapidly, and the demand for talents in after-sales service industry is also increasing. The scale of automobile roadside shop, comprehensive repair shop is expanding, and the competition with 4S shop is more and more fierce, the customer loss of car 4S shop is bigger and bigger. Through the investigation of customer service satisfaction, we find that 4S shop has many problems, such as too much maintenance cost, long service time, irregular service flow, staff loss and so on. This paper analyzes the phenomenon of customer churn from the aspects of influencing satisfaction, influencing customer feeling, paying attention to customer after-sales service, evaluating the quality of after-sales service of 4S shop, customer demand and customer expectation, etc. And start from each work area of service work, improve the environment of work area, refine 7 steps Audi service core process, for each step subdivide into small step, each small step clear responsible person, assistant tool, concrete flow detail, The main points of process execution, the points of attention in the process of implementation, and the main points of inspection. Through the means of service quality investigation, timely improvement, improving service efficiency, increasing service transparency, strengthening 4S store staff training and personnel management, carrying out various service marketing activities, and so on, the corresponding service improvement measures are worked out. It is expected that through the promotion of 4S store targeted service improvement will play a positive role in maintaining the high-end image of the brand, maintaining the market competitive advantage, improving and maintaining customer satisfaction and brand loyalty.
【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】：2014
【分類號(hào)】：F426.471;F274

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