摘 要

我国汽车产业逐渐走向成熟，已成为汽车工业大国之一。而随着汽车产业结构的不断升级与完善，汽车服务业迅速发展，中国的汽车工业已经步入后市场时代^[1]。汽车服务逐渐被企业所重视。在服务过程中，服务失误在所难免，如何尽量避免服务失误，以及及时采取服务补救对策，增强顾客满意度，是急需解决的问题。为了提升顾客满意度，汽车服务企业还有很长的路要走。

1、企业应该加强对顾客期望的管理。通过积极有效有效的与顾客沟通,进行跟踪和预期消费者的期望，对客户主动反映的问题以及提出的意见给予积极回应，可以大幅度提高顾客满意和服务质量。

2、在服务失误后,企业要尽快出面解决问题，对顾客所经历的不便真诚道歉。这是使顾客满意的强有力的第一步，而且，真诚的表示歉意会比在物质上让步更容易打动顾客。善用服务悖论，建立较为健全的服务和服务补救机制。

3、企业想要提高服务质量，必须给与一线服务人员足够的权力；以服务增加顾客的感知价值为指导原则，并将其作为服务过程和补救过程中的指导思想^[2]。

4、企业要注重服务补救的成本与效益分析。许多经验表明,服务补救是维持顾客的有效手段。

5.企业参照竞争对手的补救对策，依据自身，制定合适的制度，结合经验教训，将之完善。

关键词：汽车服务；服务补救；顾客满意度；服务质量；顾客期望。

Abstract

Chinese automobile industry is gradually mature, and has become one of the maximum automotive industry.With the continuous upgrading and improvement of the auto industry structure, the automobile service industry has developed rapidly. Chinese auto industry has entered the post market era.Automobile service is gradually paid attention to by enterprises.In the course of service, service failure is unavoidable, how to avoid service failure, and timely service recovery measures to enhance customer satisfaction are urgent problems to be solved.In order to enhance customer satisfaction, automobile service enterprises still have a long way to go.

1, Enterprises should strengthen the management of customer expectations. Through active and effective communication with customers, tracking and expected consumer expectations of customers take the initiative reflects problems and suggestions to give a positive response, can greatly improve the customer satisfaction and service quality.

2, After the service failure, enterprises should come forward to solve the problem as soon as possible, and sincerely apologize for the inconvenience experienced by the customers. This is a powerful first step to customer satisfaction, and it is easier to apologize than to make a material concession. Use the service paradox to establish a sound service and service recovery mechanism.

3, Enterprises want to improve service quality, must give front-line service enough power to increase service; customer perceived value as the guiding principle, and as a guiding ideology in the process of service process and remedy.

4, Enterprises should pay attention to the cost and benefit analysis of service recovery. Many experience has shown that service recovery is an effective way to maintain customers.

5.,Enterprises with reference to competitors remedial measures, according to their own, formulate appropriate system, combined with experience and lessons, will be perfect.

Key words: automobile service; service recovery; customer satisfaction; service quality; customer expectation

摘 要 I

Abstract I

1绪论 2

1.1课题研究的背景 2

1.2研究的主要内容 4

1.3 研究现状 4

2 引起服务失误因素分析 7

2.1 企业角度分析 7

2.2 顾客角度分析 11

2.2.1 顾客满意度作用 11

2.2.2 顾客自身因素 12

3 现阶段企业采取的政策 14

3.1 企业政策 14

3.2 政策具有局限性 15

4 数据处理分析 16

4.1问卷基本情况 16

4.2 调查数据分析 17

4.3 本章小结 23

5 结论建议 24

5.1 建议 24

5.2 文章简要总结与局域性说明 25

参考文献 26

1绪论

1.1课题研究的背景

我国的汽车工业迅速发展，进入新世纪以来，我国汽车产业快速发展，形成了种类齐全、配套完整的产业体系。2016年，我国汽车产销突破2800万辆，连续8年位居全球第一，其中中国品牌汽车销量占比50%左右，市。汽车产业不断发展壮大，在国民经济中的地位和作用持续增强，对推动经济增长、促进社会就业、改善民生福祉作出了突出贡献。我国汽车产业大而不强的问题依然突出，表现在关键核心技术掌握不足，产业链条存在短板，创新体系仍需完善^[3]。