4s shop service marketing scheme

With the increasing competition in the global automobile market, what is the mainstream marketing model of China automobile sales market? The competition in 4S shopping malls is becoming more and more obvious. The marketing of 4S stores must consider the comprehensive balance of the interests of manufacturers, distributors and customers, and the interests of manufacturers and distributors mainly come from customers. Only by serving customers better and getting customers' approval can we get long-term benefits. Then let me learn about the service marketing plan of 4s shop with readers.

4s shop service marketing plan 1

First, the problems existing in the service marketing of automobile 4S stores

1. Backward service marketing concept

The primary task of automobile service marketing is to go beyond the traditional service marketing framework, establish the trust between merchants and customers on the basis of the brand and all the profits it can bring and the customer's own value, and realize a win-win relationship. In the automobile sales market in the past few years, the gross profit margin of 4S stores is much higher than that of automobile after-sales service, and the automobile sales prospect is good. In the market where demand exceeds supply, customers do not attach importance to after-sales service of products and are satisfied with buying a car, which leads the senior management of 4S stores to concentrate most of their resources on sales, as long as there is no problem with after-sales service. At the same time, automobile sales have brought huge profits to enterprises, so automobile sales must be regarded as the top priority of enterprise development.

2. Low level of after-sales service

At present, the concept of after-sales service in automobile 4S shops is backward. In some TV news, it is often seen that some 4S stores are complained by customers because of poor service quality. Most brand car 4S stores have been established for a short time. With the rapid growth of sales volume and service quantity, many enterprises choose a person's work standard. Many staff members have not studied systematic professional knowledge, the overall service quality is not good, and there is a lack of systematic training and education. On the other hand, auto parts have an important relationship in the enterprise, which undertakes the functions of short customer time, high efficiency and good quality, and has a deep promotion to the efficient management of auto parts in 4S stores. How will 4S stores manage all kinds of accessories efficiently? How to strengthen the price control of parts and increase the business income of parts is one of the important problems faced by parts management in automobile industry.

3. The management level of quality goods and services is low.

At present, the quality service management level of automobile goods is low. In recent years, with the development of the industry, solar film, glaze, chassis armor, leather cover and other automobile basic accessories have become one of the important contents of the operation of automobile 4S stores, and have also brought a lot of profits to automobile 4S stores. With the increase of profits and the rapid expansion of various businesses, improving the management level and efficiency of automotive products has become the main service marketing strategy for automotive 4S stores to compete and improve customer satisfaction. When service personnel provide automobile maintenance services in 4S stores, they often introduce various automobile projects to customers. The reason is that only the original accessories can be used for the designated accessories of 4S shops, but the original accessories have price restrictions and the profit margin is small. But the products maintained are different, and the price is quite cheap under market conditions. It is difficult to evaluate the negative impact of gasoline or engine oil on automobiles without technical and quality assurance. Driven by interests, individual auto beauty shops and auto 4S shops choose low-quality and low-price products. Because these manufacturers blindly pursue profits and have no quality assurance, the resulting quality disputes are a dime a dozen, which leads to the decline of consumers' trust in maintenance supplies and corporate brands.

Second, the strategy of strengthening the service marketing of automobile 4S stores

1. Strengthen service awareness and improve service level.

If the customer's perceived service level is equal to or higher than the expected level, the satisfaction is high, while the enterprise is considered to have high service quality, on the contrary, the enterprise's service level can be considered to be poor. In this respect, service quality occupies an inestimable position in service marketing. Customers usually have high expectations for the quality of service. The expected service quality is influenced by four factors: market communication, corporate image, customer reputation and customer demand. Marketing includes advertising, public relations and publicity activities, which are directly controlled by enterprises. If an enterprise exaggerates its products and services in advertisements, the quality of psychological expectations provided to customers will be high. Once the customer contacts the merchant and finds that the real service quality is not as good as the advertised service quality, the perceived service quality will be greatly reduced.

2. Establish, maintain and promote the relationship with customers.

The biggest way for automobile 4S shops to gain benefits is to develop customer data information and mine customer information, so it is necessary to pay attention to the frequent updating of customer data. In this regard, the automobile 4S shop should set up an information department to ensure the normal operation of customer relationship management. In order to win customers and retain customers more effectively. Provide all kinds of emotional services such as: ① reminder services, such as weather and road conditions, auto insurance renewal, vehicle maintenance, annual inspection of driver's license and other services to remind customers from time to time. ② Communication service. Now, with the development of electronic intelligence, automobile 4S stores can deliver various marketing activities organized by enterprises to customers through WeChat, Fetion, SMS, Weibo and email, and invite customers to participate in the activities. However, the service marketing planning department must hold different activities according to different levels of customers. For example, for a novice driver, what is needed is a full range of comprehensive services, from driving, auto insurance to emergency handling of faults. Maintain a stable relationship between customers and automobile 4S shops, and bring more benefits.

3. Improve the quality of after-sales service

In the fierce market competition, automobile 4S stores want to develop in the long run and win a place. First of all, there must be strict standards on quality, and product quality should be the first. Secondly, we should establish a perfect after-sales service system and actively solve the problem of customers buying products. Finally, summarize the problems that have happened to prevent the next problem from happening. In order to maximize the interests of customers, automobile 4S stores need to formulate a set of security system to improve the rights and interests of customers, so as to ensure the credibility of enterprises:

(l) Strengthen ex-factory quality inspection to minimize problems. The normal operation of automobile unit equipment is ensured by technical operators clearly mastering safety protection measures, strengthening maintenance standardization and management standardization and strengthening maintenance process control.

(2) Follow up after-sales service. If the product purchased by the customer fails, it should be followed up as soon as possible. Information should be fed back in time to prevent the problem from recurring. Find out the most basic reason of failure and punish the person in charge.

(3) Establish a quality supervision department. Car-buying customers are gathered by automobile 4S shops to form a quality supervision department to carry out supervision and inspection in all aspects, so that the enterprise can be greatly improved.

4s shop service marketing plan 2

Problems existing in service marketing of automobile 4S shop

(A) a weak sense of service

Many managers of domestic 4S stores regard earning maximum profit as the primary performance indicator. Under the guidance of this concept, many problems have arisen. For example, when the market situation is good and the demand exceeds the supply, instead of increasing the safety stock, we actively stock up, but raise the price in advance or charge a high deposit to delay the delivery, which leads to customer dissatisfaction.

At present, the concept of after-sales service in automobile 4S shops is generally weak. In some TV news, it is often seen that some 4S stores are complained by customers because of poor service quality. Due to the rapid growth of sales volume and service quantity, most brand car 4S shops have chosen one person's work standard. Many staff members have not studied systematic professional knowledge, and the requirements for army building are still relaxed through strict passing. The overall service quality is not good, lack of systematic training and education, lack of awareness of serving customers wholeheartedly.

It is not satisfactory to pay enough attention to the maintenance, service quality and troubleshooting of automobiles. On the whole, the employees of China Auto 4S shops or auto dealers have a weak sense of service and neglect service.

(B) The overall quality of staff service is not high.

The comprehensive service quality of employees in automobile 4S shop is directly related to the success or failure of 4S shop operation. This is mainly manifested in two aspects: on the one hand, the service attitude of service personnel is not good, for example, the service personnel of individual 4S stores are blunt and dishonest in answering customers' questions; When customers enter the store to serve cars, they chat with each other, insert interesting conversations and ignore customers; Car maintenance takes a long time and is inefficient. Few 4S stores can provide scooter services for customers free of charge, causing serious inconvenience to customers and so on.

On the other hand, the level of service personnel is low, and many service personnel lack professional knowledge, so they can't answer customers' car use questions in time? The right medicine? ; Once the car is repaired, there is no solution to the problem.

On this issue, it is mainly because the investment in the training of automobile maintenance personnel in China is different from that of automobile service personnel who will introduce higher vocational education abroad. The employees of automobile service in China often go from teachers to apprentices, and some personalized service personnel work and study without relevant professional knowledge. In addition, China also lacks teachers and scientific professional training institutions.

(3) The after-sales service standard is not clear, and the laws and regulations are not perfect.

For the development of domestic automobile industry, the government and relevant departments have promulgated laws and policies to promote the development of automobile industry. But compared with the automobile industry, the after-sales service is slow. For a long time, there has been no uniform service standard and industry standard in the automobile after-sales service industry, resulting in low service level and abnormal management level in the automobile after-sales service industry, which is difficult to meet the needs of consumers.

At present, there are many kinds of brands and models in the automobile market, and there are many kinds of after-sales service itself. Due to the lack of uniform industry service standards, the after-sales service methods of 4S stores vary widely, and the service quality is uneven, and even there is a phenomenon that only the short-term economic interests of the company are concerned and the customer losses are ignored. But it has done harm to its own brand.

In order to promote the development of China's automobile industry, China has promulgated a series of laws and regulations, but most of them are in the automobile manufacturing industry, but they lack the laws and regulations of the automobile after-sales service industry, and also lack strong policy guidance and perfect laws and regulations to restrain and supervise. As a result, there are many problems in the automobile after-sales service industry, and the development of the industry is restricted.

The complaint hotline is chilling.

Year? 3. 15 Consumer Protection Day? For car consumers in China, every year? 3. 15? Looking forward to it every year? Defend rights? . Compared with the mature automobile market, the measures to protect the rights and interests of automobile consumers in China are not effective in terms of policy formulation or existing policy implementation, and automobile complaints are also on the rise year by year. How to make automobile consumers defend their rights is no longer an empty talk, and it has become the most concerned issue for the industry and consumers.

As a kind of commodity, if the quality problems are not handled properly, it will bring huge property and personal safety losses to users. Recently, Shanghai Volkswagen Tiguan reappeared the fire door or there was a collision and fire safety hazard, Nissan hackers burst tires and brewed tragedies, and the tragic situation of five deaths and one injury in Quanzhou traffic accident made many people feel palpitations.

According to the data released by China Consumers Association recently, in 20 1 1 year, the National Consumers Association accepted 16805 automobile complaints, up 19.2% year-on-year, and the number of complaints reached a new high. Among automobile complaints, more than half of them involve quality and safety issues, accounting for 54.7%. The problem of complaint is becoming more and more complicated, and it is very difficult to solve, which has become a hot and difficult problem for consumers to complain at present. With the number of cars in China exceeding 654.38 billion, the after-sales service that can't keep up with it has become the focus of consumers and the media [5]. At present, in addition to complaints about the quality of automobile products, there are more and more complaints about after-sales service. Uneven after-sales service level is the main reason for complaints. 20 1 1 Complaints caused by service environment charges mainly focus on service attitude and parts management. At present, many fake parts flow into 4S stores through various channels. The quality of service varies greatly. The same problem, in the same city, the detected problem and the charging standard are different. There is no standard charge, depending on the evaluation of 4S stores, ranging from 200 yuan to several thousand yuan.

The problem that can't be repaired repeatedly is also the most difficult problem to solve in many complaints. At present, there is no uniform quality standard for after-sales service, and there is no reasonable solution for repeated maintenance. In addition, the information communication channel is not smooth, and more than 70% enterprises don't know the customer's complaint information and can't contact users actively. The surge in the proportion of comprehensive problems also shows that more and more consumers can't get timely, effective and reasonable solutions when they encounter problems.

(E) the service process is not perfect

After-sales service is an important part of modern automobile maintenance enterprise service. Doing a good job of after-sales service is not only related to the quality and integrity of our products, but also related to whether customers can get real and complete satisfaction. In the workflow of after-sales service, every link is very important, and good after-sales service attitude and process need to be further improved.

In fact, a basic process of a 4S shop can be simply summarized as several steps, such as booking, recording customer information and situation, inspection, maintenance, settlement, return visit and so on [6]. The seemingly simple and repetitive process, in fact, has many imperfections. For example, if you make an appointment for an interview, no one answers after the phone rings three times or the line is busy for a long time; Incomplete information or fault description; Do not diagnose the fault; Failing to arrange an appointment according to the workshop maintenance capacity; The customer doesn't know who will receive him; Failing to notify the relevant departments and personnel of the appointment in time; Spare parts department did not reserve spare parts for reserved customers; Inadequate preparation; The customer comes to inform that the contract cannot be fulfilled; Failing to confirm the preparation work and customer performance in advance; The customer is here, but the service consultant in charge of reception is not waiting. During maintenance, the workshop mechanic does not work according to the contents of the power of attorney; Modifying the contents of the power of attorney without authorization; Do not report problems found; Do not operate according to the requirements of the maintenance manual; Do not use special tools and test instruments; Don't look after customers' property, and don't use protective devices; Don't ask for help from relevant personnel when encountering difficulties; After the completion of the workshop mechanic, no self-inspection; Workshop technicians do not write maintenance reports or sign them. In terms of follow-up, the proportion of return visits is also low; Only record satisfactory opinions, not dissatisfied opinions; Do not analyze the return visit results; Failure to formulate preventive and corrective measures; Found that the complaint is not handled; There is no return visit analysis report or anything like that.

These problems will appear in the service process of 4S stores. The imperfection of service process will not only affect the brand reputation of 4S stores, but also affect their position in the eyes of customers, which will greatly reduce customer satisfaction. Therefore, optimizing the service process is a problem that every automobile 4S shop must face and pay attention to in service marketing.

(6) The quality of after-sales service is not high.

1 Ignore inspection and replace low-quality parts.

When a car is sent for maintenance, it is usually very simple to check the lights, test the tire pressure and tighten the chassis screws? For items that need in-depth inspection, in-depth inspection can only be carried out unless the customer personally raises the phenomenon of vehicle failure. Because it can significantly increase the income of enterprises and increase the working hours of maintenance workers, many 4S shop maintenance personnel do not consider whether these accessories and accessories of customers' vehicles really need to be replaced. For example, brake pads, many manufacturers require that brake pads need to be replaced within 20-30 thousand kilometers. However, due to the different driving habits of different customers, the roads they often drive are also different. Some customers may not need to replace the brake pads at all even if their vehicles reach this kilometer. However, in order to increase the income of enterprises, most stores use the manufacturer's warranty policy as a cover to replace accessories and ask customers to replace them [7]. Therefore, many customers will not choose the 4S store again after the warranty period, which has a certain impact on the brand of the 4S store itself and thus lost many customers. Last year, Tianjin Consumer Protection Committee organized a 20 1 1 year after-sales service satisfaction survey of automobile 4S shops. However, the survey shows that consumers are not very satisfied with the service of 4S shopping malls. More than 50% of consumers said that 4S stores could not completely diagnose and eliminate faults, and 50.75% of consumers encountered the use of counterfeit spare parts at service stations. These problems all reflect that there are some problems in the service quality of 4S stores at present.

2 the quality of maintenance supplies is difficult to guarantee

At present, the current situation of China's automobile maintenance products market can be summarized in a few words: the quality of products is uneven, and the brands are mixed; Competition intensifies, profits decline, and price becomes more important than quality.

In many 4S stores, car maintenance services are provided, and service personnel often promote such and such maintenance products for customers in any possible way. The reason is that the accessories of 4S shop can only be used in the original factory, and the price of accessories is also limited by the ex-factory price, so there is not much profit space. However, under market conditions, the price of maintenance products is quite cheap. It is very difficult to actually evaluate whether the maintenance products of bottled gasoline engine oil have technical content [driven by the pursuit of high profits, some auto beauty shops and 4S shops will choose the products with the lowest price. Because these products blindly pursue low prices, the quality is difficult to guarantee, which leads to frequent quality disputes and the decline of consumers' trust in maintenance supplies. Now, because of the intensified competition, profits are gradually declining, while the maintenance business is relatively single, and beauty care products and services are gradually valued because of their considerable profits. In addition, high-quality products need good construction and post-service to complete, while most 4S stores outsource beauty services, and the contracted enterprises and products are mixed, so the quality is difficult to guarantee.

Third, the countermeasures to promote the service marketing of automobile 4S stores

(A) establish a service-oriented business philosophy

Only service is the real product of automobile 4S shop. The choice of automobile brand is determined by the efforts of automobile manufacturers, but the choice of which dealer to buy is determined by the service of automobile 4S shop.

In the fierce competition for automobile sales market, several representative automobile manufacturers in the domestic market have absorbed the mature experience of overseas automobile manufacturers and put forward a large number of practical sales service purposes and concepts.

For example, Shanghai Volkswagen has been implementing it for many years? Customer satisfaction project? , put forward? Selling goods and services? Slogans, etc. ; FAW Car? Butler service? Who do you think the users are? Master? Who are the factory, sales and service personnel? Butler? ,? Butler? Everything has to be changed everywhere. Master? If you want to be in front, just sit in front; FAW-Volkswagen proposed? One center, six supports? Our philosophy is customer-centered, market-oriented, leading technology, international quality, competitive cost, the best marketing service network and the best cooperation and communication force; Dongfeng Citroen insists on a service concept: trouble yourself and facilitate users? [9]。 From the above purposes and concepts, it can be seen that in order to establish a good brand, in addition to the requirements of product technology and quality, in today's increasingly fierce competition in the automobile market, users are paramount? Will be mentioned in a more important position. According to the 4S model, it is an important measure to be closer to users and serve them well in an all-round way.

(2) Strengthen training and improve the quality of employees.

In order to improve the overall quality of after-sales service personnel in automobile 4S shops or automobile dealers, it is necessary to conduct comprehensive and systematic training for the whole after-sales department.

First of all, it is necessary to train all employees who directly face customers, especially service engineers and salespeople. Their training can greatly improve the quality of after-sales service.

Secondly, train the managers of automobile 4S shops or automobile dealers to improve customer satisfaction. As the manager of automobile 4S shop, we need to adapt to the continuous development of China automobile industry. Starting with improving the after-sales service concept and customer service management ability, helping them clearly improve customer satisfaction is of far-reaching strategic significance for improving profitability and competitiveness.

Finally, automobile 4S shops should pay attention to the post-training and training of service personnel. With the rapid development and maturity of the automobile industry, the speed of technology upgrading is very fast, and some new tools and products such as maintenance, inspection and maintenance are introduced into the automobile after-sales service industry, which inevitably requires service personnel to have professional knowledge and new technology training to meet the needs of technological innovation.

In addition, the overall quality of the staff should also be improved, whether it is work clothes or language norms, they must undergo professional training. Only in this way can people with professional standards leave a deep impression on customers. Only through strict technical training and personal quality improvement can all employees ensure service quality and customer satisfaction. We should try our best to achieve uniform and standardized service standards, deepen the impression of the brand in the hearts of consumers, and establish customers' trust in the brand.

(3) Improve laws and regulations related to after-sales service.

China must establish and improve a complete set of laws and supervision system for automobile after-sales service, so as to make the 4S automobile after-sales service develop steadily and healthily. After-sales service of China 4S stores should establish national mandatory automobile after-sales service standards, or national or regional automobile-related after-sales service industry associations should issue industry rules to regulate automobile after-sales service industry activities [1 1]. Once a unified standard is formulated, it is necessary not only to standardize, but also to treat vicious competition and illegal operators, and the relevant state functional departments should deal with it strictly. The restriction and supervision of laws and regulations can reduce the fraud of 4S stores to a certain extent, ensure the service quality of automobile maintenance and parts replacement, and also play a deterrent role in the illegal behavior of automobile price, quality and after-sales service. In addition, illegal business operations and vicious competition from competitors can be dealt with severely according to law. Therefore, it is imperative to establish laws and regulations on automobile after-sales service, and any activity has rules to follow, so that 4S stores can develop healthily in the automobile service market. Only by making all after-sales services of automobile 4S shops have rules to follow, and taking law-abiding as the bottom line in automobile maintenance and parts distribution, can the best order of science, standardization, transparency, honesty and supervision be established, and the sunrise industry of automobile after-sales market can develop healthily and have a bright future.

(D) to strengthen customer relationship management

Automobile 4S stores should establish or improve existing customer service centers and establish a level customer service team. Conduct internal training for customer service personnel, improve business level, and finally establish a perfect customer relationship management system. It is necessary to improve the construction of hardware and software in the long run, although it costs a lot at one time.

1 Improve customer data information and dig deeper into customer information.

Customer data information is the basis of customer relationship management in 4S stores, so we should first pay attention to improving the customer database. 4S stores should set up special customer service centers and organize specialized personnel to centrally manage customer information to ensure the normal operation of customer relationship management. By using data warehouse and data mining tools to subdivide customer information, analyze customer's reaction to automobile products and services, and analyze customer satisfaction, loyalty and profit contribution, so as to win customers and retain customers more effectively.

2. Establish an effective customer return visit system and listen to customers' voices carefully.

Through mutual visits, 4S stores will communicate with customers, listen to customers' opinions, conduct customer satisfaction surveys, feed back service information in time, and feed back the transmitted information to the corresponding responsible departments in the data table, so as to improve the service in work and life and finally satisfy customers, and make monthly service reports, analyze service factors and give suggestions for improvement.

Sincerity can maintain long-term business relations. When dealing with customers, we must establish a good image and treat others sincerely, which is an ancient motto of the Chinese nation for thousands of years. After-sales service should proceed from the interests of customers, adjust the work with customer satisfaction as the goal, solicit customers' opinions extensively, consider customers' economic interests, deal with difficult problems in customer operation, gain customers' trust, and thus produce deeper cooperation.

Provide various emotional services.

Emotional service is an effective way to maintain customer relationship and improve customer satisfaction. For example:

① Reminder service, which regularly reminds customers to provide services such as vehicle maintenance, auto insurance renewal, annual inspection of driver's license, annual inspection of vehicles, handling of traffic violations, and prevention of bad weather. (2) Family service, giving gifts and condolences on customers' birthdays and car purchase anniversaries, sending warm wishes from the company on various festivals, or offering price concessions and small gifts to customers who celebrate their birthdays that day. ③ Discuss communication activities. 4S stores can send customers information such as various services or marketing activities by telephone, SMS, direct mail and email. And invite them to participate in activities and symposiums. Attention should be paid to carrying out targeted activities according to different customer groups, such as providing lectures on automobile driving, automobile maintenance, simple fault emergency treatment and driving skills for new customers, and carrying out anti-theft and anti-robbery training for female customers [13]. Let customers increase contact with 4S stores in various activities, thus increasing customers' loyalty to 4S stores and ultimately achieving the goal of maintaining lifelong customers.

China automobile market is in a period of rapid growth and fierce competition. ? Customer satisfaction? It's not just a slogan. Should we take it? Customer orientation? According to this strategic positioning centered on customer service, there is still a long way to go for most automobile 4S stores in China to establish this customer-oriented operation mode. However, in the near future, with the vigorous development of domestic automobile sales and service industry, more and more 4S stores will choose to establish a customer-oriented operation mode and constantly improve it.

(E) Optimize the service process

Call centers can be set up in 4S stores to provide customers with a variety of information consultation means, which can clearly find the information they need, reduce intermediate links and reduce manual participation; From the point of view of 4S stores, after the customer's requirements are clear, they can directly answer the questions or transfer the customer's requirements to relevant service departments without any other operation [14]. In this way, no matter from the perspective of customers or 4S stores, the intermediate links are greatly reduced and the service process is more clear.

In the process of service, customers are both consumers and service producers, especially automobile service, especially after-sales service. In the process of automobile service, the dialogue and communication between the front desk and the customer, the further detailed conversation between the maintenance consultant and the customer, and the mutual communication between the maintenance technician and the customer have established the optimization effect of the after-sales service process of the automobile 4S shop, placing the customer at the center of the whole service. This change in position helps all employees attach importance to customers and form a customer-centered concept. In the whole service process, emphasize the interaction between each key process and customers. The full interaction between employees and customers contributes to the rapid and accurate generation and consumption of services, which not only improves customer satisfaction, but also improves employee satisfaction.

(six) after-sales service, improve service quality.

Most customers attach great importance to the regular maintenance of cars, even spending time, energy and money. When customers hand over their vehicles to the service personnel in 4S shops, they should be given the greatest trust. Service personnel should strictly follow the requirements of automobile manufacturers, carefully and responsibly inspect consumers' vehicles, and make every effort to eliminate the safety hidden dangers and difficulties of faulty vehicles? Blind spot? Prevent accidents before manufacturing consumers' vehicles to keep the overall situation safe.

Service quality is the main factor for customers to evaluate services, and customers perceive services according to the service quality they experience and overall satisfaction. When intangible services and tangible products are provided to customers, service quality is the key factor to determine customer satisfaction.

At the same time, do service personnel really treat customers as? God? Don't think that customers lack vehicle expertise, disrespect or deceive customers. When maintaining the vehicle, the service personnel should let the customer know clearly the consumption, and when making the maintenance plan, the service personnel should make it according to the actual situation of the customer's vehicle, and don't change the parts casually for the benefit; When maintaining the vehicle, don't treat the maintenance product as? Tonic? Whether it is necessary or not, as long as the car is not broken, let consumers use it, so that consumers can rest assured that they can repair and maintain it with peace of mind.

Through sales strategy, business basic quality, sales process, sales skills, promotion methods and other related training, let every employee fully understand the operation of service marketing and their role in contacting other employees and other functional departments, customer development personnel and ensuring service quality. At the same time, it is necessary to motivate employees by bringing them into the company's vision, so that employees are interested in following and supporting the company's goals, so that employees can understand and share the company's vision. Retaining the best employees will improve the comprehensive service quality of enterprises.