Ways to Improve Customer Service in KIA Dealer Vasileostrovskiy Autocenter in Saint-Petersburg

Abstract

Contemporary world of consumption provides customers with a great choice which raises the issue of an immense competition for businesses, as a result companies go beyond the core product and strive for delivering outstanding customer service. This research was aimed at assessing customers’ perception of delivered service in Vasileostrovskiy Autocenter, identifying weaknesses of applied service techniques and consequently suggesting appropriate methods of its improvement. Qualitative research was used as a research method in order to receive objective data. Interviews were chosen to investigate deeply emotions of customers and employees of the company. As a result of the research, it was concluded that such factors as price absence in the showroom, inappropriate follow-up, wrong welcoming, unqualified specialists and long waiting decrease customers’ satisfaction and the commissioner received proposals on methods of changing those techniques, as well as to add and diversify provided facilities in order to make staying in the center more pleasant for customers. Apart from that it was concluded that salespersons are not motivated and disengaged which results in a weak level of customer serving, consequently the company was advised to reorganize conditions of salesperson labor.