汽车4S店的服务质量提升策略研究

本科学生毕业论文汽车4S店的服务质量提升策略研究系部名称：专业班级：学生姓名：指导教师：职称：黑龙江工程学院二○一二年六月TheGraduationThesisforBachelor'sDegreeTheStudyoftheAutomobile4SShop’sServiceQualityImprovementMeasurementCandidate：Major：Class：Supervisor：HeilongjiangInstituteofTechnology2012-06·Harbin黑龙江工程学院本科生毕业论文I摘要随着经济的发展，私家车拥有量越来越多，这就促使形成了专门为汽车提供整车销售（Sale）、零配件（Sparepart）、售后服务（Service）、信息反馈（Survey）等多项服务为一体的汽车特许经营模式来为庞大的汽车市场提供综合服务，简称汽车4S店。纵观汽车4S店的发展历史，现在仍然处于该经营模式发展的初期阶段，汽车4S店种类繁多，又缺乏统一的市场规范和标准，导致汽车4S店的服务质量达不到公众期望的要求，很大程度上影响着消费者对整个汽车行业的印象，从而直接制约着汽车销售、维修等方面的发展。本文专门对目前存在的汽车4S店服务质量和服务体系进行统计和分析，基于服务质量差距模型和服务质量的属性综合评价方法针对目前汽车4S店存在问题进行评价和分析，分别以PDCA循环方法和6σ服务质量管理方法为理论基础，提出了如何提高服务质量的对策建议，研究汽车4S店的服务质量提升策略，为未来汽车服务行业的发展提出建议，为广大4S店经营者就如何提高服务质量提供在理论上和策略上的探讨和借鉴。关键词：汽车4S店；服务体系；服务质量；提升策略；售后服务黑龙江工程学院本科生毕业论文IIABSTRACTWiththedevelopmentofeconomy,privatecarownershipismoreandmore,thishaspromptedformedaspecialforSale,Sparepart,Service,SurveyandmanyotherservicesasoneofthecarfranchisemodetoforhugecarmarkettoprovidecomprehensiveService,hereinafterreferredtoasthecar4Sshop.Throughoutcar4Sshopthedevelopmenthistory,stillinthebusinessmodelnowtheearlystagesofdevelopment,car4Sshopsortisvarious,andthelackofuniformmarketspecificationsandstandards,causethecar4Sshopservicequalitycannotreachthepublicexpectations,toagreatextentinfluenceforthewholecarindustry,consumerimpression,thusitdirectlyrestrictsthecarsalesandmaintenanceofdevelopment.Thispaperspecificallyfortheexistingcar4Sshopservicequalityandservicesystemforstatisticsandanalysis,basedontheservicequalityrelatedtheoryputsforwardhowtoimprovetheservicequalityofcountermeasures,researchcar4Sshopservicequalityimprovementstrategiesforthefuturedevelopmentoftheserviceindustryputsforwardsomeproposalsforthe4Sshopsonhowtoimprovetheservicequalityoperatorsprovideintheoryandstrategyofthediscussionandusingforreference.Keywords:theAutomobile4SShop;Servicesystem;Theservicequality;Promotionstrategy;After-salesservice黑龙江工程学院本科生毕业论文1目录摘要.......................................................................................................................................................IABSTRACT.........................................................................................................................................II目录......................................................................................................................................................1第1章绪论........................................................................................................................................31.1课题研究目的和意义.............................................................................................................31.2课题研究内容和方法.............................................................................................................31.3汽车4S店服务质量评价分析模型....................................................................................61.3.1服务质量差距模型.....................................................................................................61.3.2服务质量的属性综合评价方法..............................................................................7第2章汽车4S店服务体系应用现状和存在问题....................................................102.1汽车4S店服务体系的发展历史......................................................................................102.2国外对汽车4S店服务体系的应用现状.........................................................................112.2.1欧洲汽车4S店的服务体系应用特点.................................................................112.2.2汽车4S店服务体系在美国的应用现状............................................................112.2.3日本汽车4S店服务体系.......................................................................................112.3国内汽车4S店服务体系的应用现状.............................................................................122.4国内汽车4S店服务质量的现状分析.............................................................................142.5目前汽车4S店服务中存在问题......................................................................................152.6本章小结.................................................................................................................................17第3章哈市地区4S店调查及服务质量问题分析评价..........................................193.1哈尔市地区4S店实际走访调查......................................................................................193.2调查结果统计........................................................................................................................213.3调查结果定性、定量分析..................................................................................................243.3.1哈市地区4S店服务质量定性分析.....................................................................243.3.2哈市地区4S店服务质量定量分析.....................................................................273.4哈尔滨地区4S店服务质量差异的产生因素...............................................................303.5本章小结.................................................................................................................................31第4章汽车4S店的服务质量提升策略.........................................................................324.1以PDCA循环方法为理论基础的提升策略......