一汽—大众品牌售后顾客满意度提升策略研究.pdfVIP

IT - - II Abstract Study on the Strategy of After Sales Customer Satisfaction Promotion of FAW-VW 2016 Chinas car production and sales was both more than 24 million, which was a global record, in eight consecutive years ranked first in the world. Outside forecasts, in the next five years, Chinas auto industry will usher in an annual growth of 6% to 7%, automobile production and sales will also break through the annual 30 million. The auto industry often said: the first car is sold by sales, starting from the second car is sold by service. With the continued growth of car ownership, it is expected that future automotive service business needs will be significantly increased. FAW - Volkswagen brand in 2016 sales of 1 million 350 thousand vehicles, a total ownership has exceeded 10 million units, but in the current distributor pre profit space reduced gradually, there is an urgent need to find stable profits in service and other derivative field. FAW - Volkswagen brand dealers service generally face the customers loss rate as high as the average 20-40% at the same time, but also face the high rate of customer complaints, so the healthy and sustainable development is extremely unfavorable, therefore need to improve service customer satisfaction to ensure the maintenance of customer relationship, brand image, increase customer service market expansion profit