蚌埠宝利丰宝马4S店服务质量提升策略研究.doc

中国科学技术大学MBA学位论文 蚌埠宝利丰宝马4S店服务质量提升策略研究 PAGE PAGE 53 内容摘要 随着改革开放和中国加入 WTO 的经济刺激，我国的汽车产业得到了蓬勃发展，并逐渐成为国民经济的重要支柱产业。汽车市场日益激烈的竞争，使得汽车生产商将利润增长的重心放在售后服务上，售后服务质量的优劣已成为汽车制造商在激励市场竞争中脱颖而出的关键环节。然而作为连接汽车生产与消费市场的桥梁——汽车 4S 店，其服务环节还存在着服务素质较低等问题，严重制约 4S店甚至整个汽车产业的发展。因此，提升汽车4S店服务质量，促进汽车产业健康发展显得极为重要。 本文以蚌埠宝利丰宝马4S店为研究对象，首先回顾了国内外关于服务质量和售后服务的相关理论，确定服务质量差距模型和 SERVQUAL 量表作为本文分析4S店服务质量的理论工具；并采用文献综述、问卷调查的方法，以蚌埠宝利丰宝马4S店为调研对象进行实证研究，提出了提升汽车4S店服务质量的相关策略。包括建立行业标准，加强员工技能培训，设计有效的绩效考核制度，及时处理车主投诉，加强 客户管理等措施。 希望通过本研究，能对蚌埠宝利丰宝马4S店营销策略抛砖引玉，力图为蚌埠宝利丰宝马4S店经营者和其他汽车销售服务企业带来参考价值。 关键词：蚌埠宝利丰宝马4S店 服务质量提升 策略 Abstract With the reform and opening up and Chinas accession to WTO economic stimulus, the automobile industry of China has been booming, and gradually become an important pillar industry of the national economy. The car market increasingly fierce competition, making the automobile manufacturers will be the focus of profit growth in customer service service, after sale service quality has become the key link of automobile manufacturers in incentive market competition in the talent showing itself. However, as the bridge between market automobile production and consumption -- automobile 4S shop, the service process can exist the problems of low quality of service, seriously restricted the development of 4S shop and even the whole car industry. Therefore, automobile service quality 4S shop promotion, promote the healthy development of the automobile industry is very important to appear. This paper takes Bengbu polyfine BMW 4S shop as the research object, firstly reviews the related theory about service quality and after sale service, determine the service quality gap model and SERVQUAL scale theory analysis tools as the 4S shop service quality; and uses the methods of literature review, questionnaire, taking Bengbu polyfine BMW 4S shop as the research object for empirical research, and puts forward some strategies to improve the