客户满意度在近些年逐渐成为一个最受关注的热门词汇,店商非常关注自己的满意

度情况,尤其是服务欧亿·体育（中国）有限公司,客户的满意度可看作服务质量好坏的最直接评判,也决定了

企业在整个消费市场是否具备绝对竞争力。汽车市场的快速发展,现趋向成熟,将工作

重心逐步从原先的销售市场转向售后市场。对于4S店的售后服务提出了更高的要求。

汽车售后市场的繁荣使许多的快捷维修店如雨后春笋般兴起,直接分流了原先的4S店

的客户,售后4S店面临了严峻地挑战,为了更好地培养属于自己的忠诚客户,4S店的

首先工作就是关注客户满意度。

本文对于满意度这个概念的由来与发展进行探究,对于整个汽车售后现状进行分

析,通过波特五力模型与SWOT分析法,清楚了解4S店的所有的优劣势以及市场环境面

临新压力,本文运用SWOT分析,总结了不同情况下4S店可采取的应对措施,共通的一

点是4S店通过服务来满足客户的进店预期。本文以雪佛兰品牌为例,本文通过

J. D. Power的官方报告分析、4S店客户的问卷调研,了解品牌的满意度现状,了解了雪

佛兰客户群体的满意度关注度是什么,客户是否认可现有的4S店服务。通过官方报告

的分析、调研问卷的汇总处理,确定了雪佛兰4S店售后服务客户满意度的弱项环节,

分析其原因主要归咎于4S店内的服务流程、人员职能、业务核心等,根据现状,本文

提出相应的改善措施。本文最后结合满意度的弱项以及雪佛兰客户的满意度期望,设计

新的接待流程,设置了 “客户经理”这一新的岗位,其工作职能较之前的业务接待有了

明显的区分,能更好地满足客户的需要。

本文引用了权威的满意度理论,作者通过现场工作与调研,对雪佛兰品牌的售后客

户满意度有了更深认识,结合许多4S店幵展地微创新个性服务,设计了新的服务岗位

模型,对雪佛兰的流程与岗位做了些调整,能很好地规避现有的薄弱流程对于客户满意

度的影响,更有效地满足客户期望。虽然模型的设计有些粗犷,也存在着诸多限制,但

模型的建立让4S店懂得服务客户前首先要了解客户,改变以往统一的标准流程,增加

许多个性化的服务,给予客户更好的服务体验。这个模型也适合其他的品牌,也能全部

或者部分借鉴到4S店的日常工作中,使国内的4S店更懂得如何为客户服务,做好售后

客户满意度工作。

关键词:客户满意度;服务流程;雪佛兰;客户经理制

第II页
华东理工大学硕士学位论文

Talking to Improve Car Service Satisfaction ■ For Example Chevrolet

Abstract

Customer satisfaction in recent years most talked about becoming a buzzword, shops to

very concerned about their satisfaction with the situation, especially in the service industry,

customer satisfaction can be seen as good or bad QOS most direct evaluation, also decided

enterprises in the entire consumer market whether they have absolutely competitive. The rapid

development of the automotive market, is now maturing, the focus gradually shifted from the

original aftermarket sales market. 4S shop for service of a higher demand. Prosperity of

automotive aftermarket repair shops make a lot of quick mushrooming, direct diversion of

customers originally 4S shop, 4S shop is facing a serious challenge, in order to better train

their own loyal customers, 4S shop first job is to focus on customer satisfaction.

In this paper, for the satisfaction of the origin and development of this concept to explore,

for the entire automotive aftermarket analyze the status quo by Porter's five forces model and

SWOT analysis, a clear understanding of all the advantages and disadvantages as well as the

market environment facing new pressures 4S shop, the paper use SWOT analysis summarizes

the responses to different situations can be taken 4S shop, 4S shop common point is through

service to meet customer expectations into the store. In this paper, the Chevrolet brand as an

example, this paper analyzes J.D.Power official reports, 4S shop customer questionnaire

research to understand the status quo satisfaction, brand satisfaction to know what degree of

concern Chevrolet customer groups is whether the customer approved the existing 4S shop

services. By analyzing the official report, a summary of the questionnaire survey process to

determine the Chevrolet 4S shop service customer satisfaction weaknesses link,analyze the

main reasons attributed to 4S shop service processes, personnel functions, such as the core

business, according to the status quo, this paper corresponding improvement measures.

Finally, combined with the weakness of satisfaction and customer satisfaction Chevrolet

expectations, designing new reception process, set up this new position, account manager

whose job functions compared to the previous business received a marked distinction, can be

better to meet customer needs.

This article refers to the authority of the satisfaction theory, the author field work and

research on the Chevrolet brand aftermarket have a deeper understanding of customer

satisfaction, combined with many 4S stores to carry the micro-innovation personalized service,

designed a new model of service jobs, right Chevrolet processes and positions made some

adjustments, can well avoid the weaknesses of existing processes for customer satisfaction