·More than half of the owners are dissatisfied with the Beijing City luxury car 4S shop service

In recent years, China's economy has developed rapidly, domestic high-income people have grown rapidly, and the demand for luxury cars has increased. But when the Chinese luxury car market is fiercely competitive and the profits are meager, can the luxury car service still maintain a high standard? Recently, the Beijing Business Daily "Times Automotive Weekly" reporter conducted a survey of luxury car owners, the main content of the investigation is the views of the owners of the Beijing luxury car owners on the services provided by the dealers. It is worth noting that the survey shows that more than 50% of luxury car owners are not satisfied with the services of 4S stores.
4S shop service quality needs to be improved Beijing Commercial Daily reporter survey results show that the owner's satisfaction with the car after-sales service is only 44.2%, that is, more than 50% of the owners are not satisfied with the dealer's service. Respondents' dissatisfaction with 4S stores was mainly concentrated on their “quality of service”. 55.8% of respondents indicated that the current 4S stores have many service items, but the quality is not high. Among them, the satisfaction rate for “maintenance and maintenance price” is the lowest, only 30.3%, mainly due to “high price of accessories”, “expensive time for work” and “although the price is clearly marked, but the price is still too high”. In addition, the 4S shop service is not flexible, the maintenance waiting time is too long, and the respondent is more dissatisfied.
According to the survey, most of the respondents chose a single repair shop for the entire vehicle brand during maintenance and repair, accounting for 84.9%. Respondents who chose to go to the professional car service chain repair shop accounted for 12%. It can be seen that in the past two years, the fast-developing chain stores have gained certain recognition among consumers, while only 3.1% chose to go to ordinary car repair and maintenance stores.
In the evaluation of consumers' car purchase services, more than 25% of consumers have encountered false advertisements and compulsory consumption when buying cars. Among them, there have been strong purchases and strong sales, bundled sales, such as the need to charge the card, insurance, purchase decoration and other compulsory consumption experience of the proportion of consumers is 55.3%; the proportion of consumers who have experienced excessive publicity and false publicity is 45.1%.
Owners value dealer brands most. What are the top considerations for consumers when purchasing and maintaining a car? According to the survey results, the “high-tech” repair shop is most favored by the respondents, and more than half of the respondents value this item. Followed by "reputable brand", "cheap price", "good service attitude" and so on.
In the maintenance of the car, 32.18% of the respondents expressed dissatisfaction. Among them, 28.71% of the owners said that there is a repair cost "stubble" situation, only knowing to pay according to the requirements, but what aspects of maintenance is not clear; 26.69% of consumers believe that the maintenance company has deliberately exaggerated the fault Situation; 24.28% of consumers believe that 4S shop maintenance parts wait too long; 23.41% of consumers believe that repair business failure judgment is inaccurate resulting in repeated repairs, can not solve the problem once; 18.11% of consumers believe that maintenance companies The level of repair personnel is low; 15.32% of consumers believe that the repair procedures are not standardized; 9.15% of consumers said that the price of repair parts is too high.
Through the above analysis, we can see that in the process of rapid growth of the automobile market in recent years, consumers are more mature and rational. Whether it is car purchase or maintenance, brand and professionalism have become important considerations. Although the 4S shop professional brand image has been widely recognized, but the service items are many and the quality is not high but has become the target of public criticism.
The German luxury car service surpassed the Japanese survey and showed that the service level of the German luxury car has improved. Among the respondents, the three German brand owners of Mercedes-Benz, BMW and Audi are slightly more satisfied with the 4S shop than the Japanese luxury car. Owner of the car. The data shows that 43.5% of the German luxury car owners are satisfied with the dealer's service, and 38.9% of the Japanese luxury car owners are satisfied with the dealer's service.
Previously, the rapid increase in sales has exposed problems such as insufficient after-sales service for German luxury cars and declining customer satisfaction. The contrast between sales and brand image has caused the three luxury brands to start thinking about how to reposition their brands in China. Direction of development. FAW-Volkswagen Audi and BMW have launched a special strategy to improve service according to the Chinese market. Mercedes-Benz has reduced the recommended price of after-sales service three times in the short term to improve the satisfaction of the owners.
Due to the slow development of Japanese luxury cars, the premium service they survived when they entered China gradually lowered the standard. A few years ago, Lexus, Acura and Infiniti entered the Chinese market one after another, with 4 years/100,000 km of free warranty and maintenance. Policy, the three major Japanese brands have established a foothold in the country. In the past two years, when the German three were strong, Lexus, Infiniti and Yangko gradually fell. According to the survey, the reason for the decline in the satisfaction of Japanese luxury car owners is that the service of Japanese luxury cars was too good, and now the amount of ownership is too large, and the standard is lowered, which leads to the dissatisfaction of the owners.
It is worth noting that among the many options, 77% of the owners believe that the 4S store gives the owner a sense of honor and value-added services, which is the focus of their concern.

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