Customer-Centeredness is an Indicator of Competitiveness of an Auto Service Company
Authors: Elena A. Lisova
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In the article the features of the activity of autoservice enterprises are considered: the reasons for the growing demand for these services, the factors of customers' choice of enterprises, as well as the problems associated with ensuring their competitiveness in the modern market. It is determined that one of the main directions of increasing the level of competitiveness of service centers is its client-oriented approach.
Various approaches to the definition of the concept of "customer-oriented" as a process, characteristic, method are considered. The study identifies the main characteristics of customer-centered autoservice enterprises, as well as the areas of activity within the client-oriented approach: data collection and analysis, target group identification, individual cooperation, feedback, activity monitoring, and client-level evaluation.
A three-level model of the activity of an auto service company with clients is proposed; the possible methods for assessing the level of customer-centered service center: SERVQUAL, questioning, net support index are considered.
The results of the questioning of the clients of the service centers of the city of Kirva are presented: customer requirements for the quality of services and the level of service, factors that negatively affect the choice of the service center.