Research on after-sale service management of Shanghai Volkswagen 4S store

Citation

Liu, Lu. (2017). Research on after-sale service management of Shanghai Volkswagen 4S store. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

In today’s auto consumption field, for auto consumers, when they buy a car, they not only pay attention to the quality of autos, but also attach great importance to auto after-sales service.

Automobile after-sales service industry is an important link in the automobile circulation field. After-sales service as an important part of the automobile sales operation is not only an operation, but also a culture, an idea, it is a manifestation of the company’s human care to customers and the company must undertake the social responsibility. It is an important link between automobile manufacturers and customers. The automotive industry is one of the fastest growing and most competitive industries. With China’s accession to the WTO, foreign automakers have entered the Chinese market strongly, aggravating China industry competition. Driven by fierce competition in technological, the gap in functionality and quality of automotive products is getting smaller and smaller. In order to remain invincible in the competition, automakers and companies have started from the after-sales service industry to improve their business performance through high-quality after-sales services.

When these companies face increasingly fierce competition in the new car sales market, and the growing after-sales market. How participants in the Chinese car market judge the current situation and challenge in the aftermarket, is do plan practical and feasible countermeasures, or deploy new aftermarket services or introduce new ones. These models of operating seem to be necessary.

This article takes Shanghai Volkswagen after-sales service as the research object to understand the basic situation of Volkswagen’s after-sales service management.

The article uses related theories of marketing, organizational behavior, and customer relations, and uses research methods such as investigation methods, quantitative analysis, qualitative analysis methods, and research methods of literature.

The main content of this survey is to study Shanghai Volkswagen’s after-sales service management. Including: related theories of after-sales service management, after-sales service management in Shanghai Volkswagen 4S shop, Shanghai Volkswagen after-sales service survey, analysis and recommendations.

This article conducted a survey and research on Shanghai Volkswagen, through questionnaires, to understand customer satisfaction with Shanghai Volkswagen, and Shanghai Volkswagen’s after-sales service condition to customers. The purpose of this survey was to investigate the after-sales service condition of Shanghai Volkswagen through interviews and questionnaires. This survey involves a lot of people, so use a questionnaire. Face-to-face interviews are for more accurate information.

The research results show that the majority of customers and internal customers faced by Shanghai Volkswagen are young people or middle-aged people. Shanghai Volkswagen should first consider the safety and brand of the car. In the development of new models, first consider the safety of the car. At the same time, to establish a better brand image. Second, the company can adjust the price of the car to create a more cost-effective car. In regards to employees’ service attitudes, the company has clear regulations, but after passing many managers convey, employees may make some changes when they are implemented. However, managers are working hard to reduce customer complaints. Shanghai Volkswagen can further improve its after-sales service according to actual conditions. They can design more specifically every aspect of after-sales to ensure they can better to do after sales.

Automotive after-sales service is an important part of the automotive industry and it is also a very complex project. With the development of economy and society and the continuous improvement of people’s living standards, automobiles are becoming the first choice for people to travel daily, and automobiles are entering people’s lives with the attitude of popular goods. The brand, style, performance and cleanliness of the car all reflect the character, culture, life and preferences of the car owner. Entering the “car era”, car owners have gradually refined their requirements for car ownership. Car owners have paid more and more attention to the beauty care of private cars, and have also contributed to the growing market for car after-sales service industries. Consumers are increasingly concerned about the automotive service market and Service Level.

Keywords:  Shanghai Volkswagen, after-sales service, quality, customer, satisfaction.

Research on after-sale service management of Shanghai Volkswagen 4S store

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand