辽宁鑫卡迪4S店服务质量测评及改进对策.doc

黑?龙?江?大?学 4S专卖店。 在2002年汽车销售井喷后，大量的汽车4S店拔地而起，绝大部分厂家已经把建立汽车4S店作为自己的主流销售渠道，汽车4S店的竞争变得激烈。在这种激烈的市场竞争的情况下，提高服务质量水平，实现顾客满意已成为汽车4S店的重要目标和使命。服务质量水平的高低，只有通过科学的测评方法才能发现存在的不足和问题，才能为以后服务质量的改进和完善指明方向。本文首先对国内外服务质量研究现状、服务质量相关理论和测评方法等方面进行研究分析，并大体阐述我国汽车4S店的发展现状和存在的问题。其次根据SERVQUAL服务质量测评方法设计问卷，对辽宁鑫卡迪4S店的服务质量进行测评。从可靠性、响应性、保证性、移情性和有形性五个方面分析汽车4S店的服务质量要素，分析该店的服务质量现状，结合分析结果提出改进对策和建议。 关键词：服务业；汽车4S店；测评方法；服务质量；改进对策 ABSTRACT As the car servicing business’s necessary service supporting, car industry plays an important role for its stability, sustainable and healthy development. With the rapid development of automobile and the expansion of automotive need in recent year, the sale system of automobile industry has changed immensely. Many automobile 4S departments arise to sell cars instead of the sale of producer. After the sale of car is very prosperity in 2002 many 4S departments are built. The automobile producer has thought 4S their chief channel of sale. The competition becomes intense. So improving the service quality level and achieving customer satisfaction has becomes the automobile 4S department’s main goal. Only by scientifically evaluating the service quality you can find out the problems and the direction of improvement for the future. Firstly this paper analyses the actualities of the service quality in home and abroad and service quality evaluation theory etc., and expatiates the development actualities and problems of automotive 4S department in China. Secondly it establishes the evaluation model of service quality to design questionnaire, carries on service quality to measure to review to XinKaDi automobile 4S department of LiaoNing. This paper completely understands the factors of automobile 4S department service quality, including reliability, response, conviction, empathy, and tangibility. It applies the 4S department’s service quality actuality and makes some advice. Keywords: Servicing Business；Automobile 4S Department；Evaluation Methods；Service Quality；Improving Methods 目录