摘 要
随着我国经济的快速发展，我国居民生活水平地不断提高，汽车快速地走进了千
家万户。轿车由原来的高端消费品变为普通的生活代步工具。伴随着汽车销量的迅速
增加，汽车销售市场的竞争也越来越激烈，市场快速由“卖方市场”向“买方市场”
转变，整车销售利润在逐渐下滑，售后服务已成变为经销商的重要利润增长点，在整
个盈利中占的比重越来越大，同时汽车行业的售后服务也面临越来越大的发展空间和
竞争压力。随着汽车行业的发展，汽车用户对服务的期望值也越来越高，各汽车品牌
4S 店数量的快速增加，售后服务行业的人才需求也越来越大。汽车路边店、综合修理
厂的规模不断扩大，与 4S 店的竞争越来越激烈，汽车 4S 店的客户流失越来越大。我
们通过用户服务满意度调查发现，4S 店普通存在维修花费太多、服务时间长、服务流
程执行不规范、人员流失等问题。论文从影响满意度，影响客户感受的几个因素进行
分析，客户售后服务关注的因素、客户对 4S 店售后服务质量的评价、客户的需求和客
户的期望等方面分析了客户流失现象，并从服务工作的各个工作区域入手，改善工作
区域的环境，细化 7 步奥迪服务核心流程，针对每一步细分成小步骤，每个小步骤明
确负责人、辅助工具、具体的流程细节，流程执行的要点，流程执行过程中的注意事
项，检查的要点。通过服务质量调查手段，适时改进，提高服务效率、增加服务透明
度、加强 4S 店人员培训和人员管理、开展各种服务营销活动等方面制订了相应的服
务改进措施。期望通过推进 4S 店进行有针对性的服务改进，对维护品牌高端形象、
保持市场竞争优势、提高和保持客户满意度及品牌忠诚度起到积极的促进作用。

关键词：客户流失；服务流程；服务改进；奥迪 4S 店；DEMATEL

pment of our economy, Chinese Residents’ living standards
improvement, the car quickly into thousands of households. The car from the original
high-end consumer goods to transport the ordinary life. With the rapid increase in car sales,
car sales market is also increasingly fierce competition. Rapid market change from seller's
market to buyer's market, the vehicle sales profit decline in. After sale service has become
important growth point of profit dealers, more proportion in the whole profits accounted for
the greater. At the same time also face more opportunities and challenges more auto after
sale service. With the development of automobile industry, automobile customer
expectations of service value is also more and more high. With the development of
automobile industry, automobile customer expectations of service value is also more and
more high, a rapid increase in the number of automobile brand 4S shops, after sale service
industry talent demand is also growing. Automobile roadside shop, comprehensive repair
plant continues to expand the scale, and competitive 4S shop is more and more intense, and
the loss of customers car 4S shop more. We found that by customer service satisfaction
survey, 4S shop repair problems of high cost, long service Business Hours, process
execution is not standard, personnel loss. In this paper, from the impact of satisfaction,
several factors influencing customer experience analysis, the 4S store customer service
evaluation of service quality of customer service, customer service factors concern the
customer, customer needs and expectations of customers and other aspects, analyzed the
customer loss . Starting from the work area of service work, improve the working
environment, refinement of 7 step Audi service core process. For each step down into small
steps, each small step clear who is responsible for, auxiliary tools, the specific details of the
process, key points of process execution, matters needing attention during the process
execution, check points . By means of improving service quality survey, timely, improving
the service efficiency, increase transparency, strengthen the service 4S shop staff training
and personnel management, carry out various marketing activities, to formulate the
corresponding service improvement measures. Through promoting the 4S store to service
improvement, to facilitate the maintenance of brand high-end image, maintain a competitive
edge in the market, improve and maintain customer satisfaction and brand loyalty on.
Keywords: Customer churn; Service process; Service improvement; Audi 4S stores;
DEMATEL