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《1118论文：蚌埠宝利丰宝马4s店服务质量提升策略研究》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、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
2、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AbstractWiththereformandopeningupandChina'saccessiontoWTOeconomicstimulus,theautomobileindustryofChin
3、ahasbeenbooming,andgraduallybecomeanimportantpillarindustryofthenationaleconomy.Thecarmarketincreasinglyfiercecompetition,makingtheautomobilemanufacturerswillbethefocusofprofitgrowthincustomerserviceservice,aftersaleservicequalityhasbecomethekeylinkofautomobilemanufacturersinincentivemarketcompetiti
4、oninthetalentshowingitself.However,asthebridgebetweenmarketautomobileproductionandconsumption--automobile4Sshop,theserviceprocesscanexisttheproblemsoflowqualityofservice,seriouslyrestrictedthedevelopmentof4Sshopandeventhewholecarindustry.Therefore,automobileservicequality4Sshoppromotion,promotethehe
5、althydevelopmentoftheautomobileindustryisveryimportanttoappear.ThispapertakesBengbupolyfineBMW4Sshopastheresearchobject,firstlyreviewstherelatedtheoryaboutservicequalityandaftersaleservice,determinetheservicequalitygapmodelandSERVQUALscaletheoryanalysistoolsasthe4Sshopservicequality;andusesthemethod
6、sofliteraturereview,questionnaire,takingBengbupolyfineBMW4Sshopastheresearchobjectforempiricalresearch,andputsforwardsomestrategiestoimprovetheservicequalityofautomobile4Sshop.Includingtheestablishmentofindustrystandards,strengthenstaffskillstraining,thedesignofperformanceappraisalsystemeffective,ti
7、melytreatmentofownercomplaints,strengthencustomermanagementetc..Hopethatthroughthisstudy,toBengbupolyfineBMW4Sshopmarketingstrategyforward,tryingtobringreferencevalueforBengbupolyfineBMW4Sshopoperator
