改善店面环境提升服务品质Change the Store’s Environment and Improve the Service Quality.doc

改善店面环境提升服务品质change the stores environment and improve the service quality论文摘要米其林北苑驰加店成立于2006年，是大富轮胎公司下属的一家为消费者提供以轮胎为主，汽车快速维修和保养相关的增值服务为特色的专业服务的零售店。它是米其林（中国）投资有限公司授权的加盟店。该店设在亚奥主要的交通干道北苑路旁，周边有众多的大型社区，是奥运村唯一的弛加店。自开业以来，由于该店经营的是品牌认知度高的“米其林”系列产品及其它知名的相关汽车用品和配件，以专业、可靠、多元化的服务和舒适的店面环境得到了众多客户的认可。但随着业务的发展和顾客对消费品质需求的改变，我店的一些软、硬件已不适应新的发展和需求了。具体得说就是，一些工作人员的业务素质明显的有待提高和店面内外一些地方需要重新装修。以上两个方面明显的导致了近期光顾我店的顾客明显减少，营业额也显著的下降，我们接到顾客的投诉也明显增多。产品销售的渠道很多，但专业优质的服务能提高产品的附加值，服务的提高也就使得顾客的满意度得到了提高，进而使得我们的产品具有了竞争优势。本论文设计第一是将用四周的时间通过培训课使本店员工业务素质得以提高达到弛加店应有的服务品质，第二是在同样的时间之内将本店内、外部的一些需要改进的地方重新装修使得顾客更舒适更方便。作为本项目的执行人，在前期通过对目标客户的分组问卷调查、swot分析、及顾客流量表及营业额等方法找出本项目的目标方向。中期在对项目的执行过程中，通过项目进度流程表、项目活动时间表、项目进度跟踪表等检查评估形式来保证项目的顺利实施、及时的调整和如期的完成。后期计划评估，本论文通过对客户以电话、面对面的交流及填写调查表的形式展开问卷调查，采取前后营业额的对比来进行评估。通过本项目的实施，我们意识到，产品的竞争不仅仅在于价格，服务的品质更是赖以生存的手段，顾客满意度是我们得以发展的基础。abstract this paper presents a detailed report of a project implemented to change the stores environment and improve the service quality. tyreplus beiyuan store sells tires for all kinds of vehicles, products related mobile car and a number of additional services. however, we found that two problems existed in our store. first, customers did not satisfy the exterior and interior environment of our store. second, service quality did not match customers needs, wants and demands. it is hypothesized that if we change our stores environment and improve our service quality to provide customers a enjoyable consumption environment through redecorating, rebuilding and rearranging the store, so we will be able to attract more customers to consume in our store and let them to keep long term satisfaction. we will spend four weeks to carry out our project. scientific research methods of customer survey, swot analysis, numbers of customer flow chart and turnover analysis were used in the identification and analysis of the problems. project framework, activity flow chart with time scale and project progressive checklist were used to monitor the project implementation. with the efforts of all our project members, the project has finally achieved its goals. after the project we provide a comfortable, convenient and humanity environment for customers. we win a good reputation. hence, we keep old customers and attract potential customers. the final target has been completed, that is our turnover has been increased. key words:table of contentspages1. introduction .1.1 .1.1.1 .1.1.2 .1.2 1.2.1 .11.12. rationale .2.1 .2.1.1 2.2 .2.2.1 3. data description . 3.1 3.1.1 .3.2 3.2.1 project title1. introductionthe retail tyre store is named tyreplus beiyuan store, which is set up in year 2006.it is based in beiyuan road of chaoyang district in beijing. the store is in good location, because beiyuan road is the high street and there are a lot of big communities around it. the area of the store is about 2000 square meters with obvious sign. our store offers customers a wide range of international brands including michelin, bfgoodrich and warrior, products related mobile cars and also provides a number of additional services, such as wheel balancing, wheel alignment and light mechanical work. our tyres and products have high quality and competitive prices. although we hold these advantages, we still lost some customers. because some of them thought that our environment makes them feel inconvenience and uncomfortable, some flaws existed in our service. this is why our turnover dropped and customers lost. based on the hypothesis that we change our stores environment and improve our service quality to provide customers a enjoyable consumption environment through redecorating, rebuilding and rearranging the store, so we will be able to attract more customers to consume in our store and let them to keep long term satisfaction. a four-week project was launched to design and implement from october 6th, 2008 to october 31th, 2008. a series of activities was designed and carried out, such as, be aware of customers needs and wants, make decoration plan and apply for training course from michelin company, decorate store, contact with banks to permit to use credit cards system, train staff, arrange a promoting campaign after completed this project, and so on. before carrying on the plan, i also used some measures to control and manage potential risks. the results of the project are to change our stores environment and improve the service quality to keep old customers, attract more potential customers and increase our turnover. the total cost of the project is 269,000 rmb. it includes facility for credit card system, decorating materials, labor, finance, and contingency allowance, and etcphilip kotler and gary armstrong says in them book principles of marketing that customers from expectations about the value and satisfaction that various marketing offers will deliver and buy accordingly. satisfied customers buy again and tell others about their good experiences. dissatisfied customers often switch to competitors and disparage the product to others.in order to implement the project successful, i read some useful books. i used some scientific and specific methods of them find out in these books to analysis problems in our project, which are interviews, focus groups, swot analysis whose theoretical bases could be found in practical business project and proposal design (hilton, 2003). flowchart, project framework and several other methods were also adopted in the design, implementation and evaluation of the project. during four months after fulfilling the project, the number of customers increased rapidly and the turnover increased accordingly. meanwhile it helps us win a good reputation. these evidences show that our business will boom more and more in the future. 2. project objective 2.1 project objectiveour tyre retailer store is a tyreplus store. in recent months the number of customers has dramatically decreased, so turnover has dropped accordingly. we found two big problems that led to this situation. first, customers did not satisfy the exterior and interior environment of our store. our car park needs us to rebuild in two places. one is the entrance sign which is not obvious so that our customers were not easily to find it. the other is the ground of it, which customers often complained on account of it not being flat. so customers felt these make them inconvenience and uncomfortable. the waiting area, which set up in the showroom, is narrow and the air is not fresh. it makes customers not to stay any longer. the light above the shelf is dark, so customers can not easily find the label easily. credit car can not use in our store. it resulted in some customers embarrassed who did not used to take some cash. second, service quality did not match customers needs, wants and demands. during peak time when customers have waited to wash or to repair their car no worker paid attention to them. hence, some chose to leave, even through others who chose to stay were full of complaint. some customers complained that a few of staff like to promise that they can not keep. some staff always have horrible artificial smile on their faces. they are just too polite. it made them feel unnatural. more and more foreign customers did not choose our services, thanks to existing language gap. due to above problems existing in our store, it is the time for us to carry out effective activities to meet our customers needs, wants and demands.2.2.1 companys current situationl political and social environmentalong with the market economic has replaced centralizing planning. chinas policy is more open and deep. government encourages developing private economy. in year 2001, china has become a full member of wto. the price of mobile car is falling. people enjoy the comfortable and convenience the car made. more and more people buy cars. the consumption of mobile car is rising rapidly. so this takes more opportunities to our company. l economic situationour company has been making profit until it set up. and michelin tyre company will support us in some business areas, because our company is a licensee of it. so it has sufficient capital to offer the exchangement, expansion and train staff.l current situation of storethe retail tyre store is named tyreplus beiyuan store, which is set up in year 2006.it is based in beiyuan road of chaoyang district in beijing. the store is in good location, because beiyuan road is the high street and there are a lot of big communities around it. the area of the store is about 2000 square meters with obvious sign. our store offers customers a wide range of international brands including michelin, bfgoodrich and warrior, products related mobile cars and also provides a number of additional services, such as wheel balancing, wheel alignment and light mechanical work. our tyres and products have high quality and competitive prices. although we hold these advantages, we still lost some customers. because some of them thought that our environment makes them feel inconvenience and uncomfortable, some flaws existed in our service. this is why our turnover dropped and customers lost. l human resourcesour store has employing a total of twenty people. there are one store manager, vice store manager, technical leader, training instructor, cashier, and receptionist separately, ten skill worker and four internship worker. the store manager runs all the store management and the staff report to him. vice store manager assists the store manager. skill workers take care of the relevant mechanical services. training instructor deals with training skill worker and internship worker. the receptionist is responsible for answering the phone, receive customers, introduce business to customers, and deal with other daily affaires. the staff is divided into two shifts according rota system. l financial performance our company invested 3,000,000 yuan for starting the store in january of 2006. the financial performance has improved a great deal since the store opened. the revenue in 2007at 420,000 yuan increased by 40% compared with the amount of 3,000,000 yuan in 2006. but according to the financial report from january to october in this year, the sale figure has been down. we also according to another report, the customer-flow report, it shows that the amount of customer has yet the same trend. contrasted with the same period with 2007, the revenue dropped by 30%, profit reduced by 16%, cost soared by 8%. this telltale signs tells us that some problems really hiding in our store. we must carry out effective actions to solve these problems and improve our sales and attract customers again. l customer profilethe majority of the customers of our store are divided into three groups:1) local residents living communities which are near our store.2) foreigners, who live around the store, they especially focus on the band values.3) ordinary customers, who just pass by and see the store, rightly need our services or goods at that time.2.2.2 needs and wants analysisin order to understand our customers views and expectation, we managed three focus groups. they were as follows:eight local residentseight foreignerseight ordinary customersquestionsin order to obtain an accurate of feedback from the three focus groups, we have prepared a rang of questions for the survey:1) do you know this band of tyreplus and how you know it? 2) have you casually or often been to the store?3) why do you choose the store to offer you service?4) do you like the style and look of the store?5) how do you think of the stores ambience?6) how do you think about our tires and other products which if meet your needs?7) please give us your opinion of the leisure facilities that we provided in the waiting area.8) do you satisfy with the result that we dealt with your problems?9) how do you feel about the quality of service at the store? it means the performance of staff.analyzing the feedback, we get some useful suggestion from the feedback surveyed by the three groups. these suggestions will promote us to improve our stores environment and the service quality.suggestions1) the car park should be enlarged and repaired its ground.2) change the bright light above the shelf instead of the dark one.3) the waiting area had better to move out of the showroom. it should be an independent place.4) more exhaust fans should be installed the interior space.5) the store could have a no-smoking policy.6) the store could have used credit car system. 7) the staff should be changed the very artificial smile on their faces. they should be smiled naturally from their deep heart. 8) the staff could be learned english, so that they could communicate with foreign customers.9) the staff should be took some activities which are available instead of just promised.complaintsdue to some flaws existing in our environment and services, it caused some customers dissatisfaction. the major complains are as following:1) there is no slop that joint road and car park. the area of car park is small and the ground of it is not flat. it is difficult for customer to drive their cars in the car park, at the same time customers yet felt uncomfortable on the car when the car jolted through such ground.2) the waiting area is set up in the showroom. so customers who bought tires or products have mixed with some customers who just rested. it makes the room is crowded and noisy. some customers smoked in it. the air was stuff. customers said they almost could not bear it. 3) customer can not use credit car in our store. more and more people like to take credit car instead of cash. so sometimes customers felt inconvenience.4) the light above the shelf is dark. customers are uneasy to see the goods and price clearly. 5) during peak time no employee pay attention to the customers who queued for washing their cars or other services.6) some customers did not like the way that solved by a few of staff. in order to tackle difficult situation, our employees were used to keeping promises, in fact they could not achieve it at the end. customers usually disappointed and switch to competitors and disparage the experience to others. the situation is indeed terrible that it will let us lose customers forever.7) some of customers expressed that our staffs expression is too polite that made them feel unnatural. 8) most of staff can not speak english so that they can not communication with foreign customers easily. in fact the tyreplus is an international brand of tyre network. this does not consist with our brand.2.2.3swot analysisaccording to all the information above that we collected, we can use swot analysis to think about what we might do to improve the business.strengthsl our store, tyreplus has a good brand valve. tyreplus is brand of michelin tyre company which is a big multinational. tyreplus is a professional network of retailer store, our store have more advantages than other tyre store. l the image of the store is the same all over the world, so customers realize it easily. l our store is in a good location. it result in bring a great deal of customers and the high sales. our store is a “one-stop-shop” store, which not only offers customers a wide range of international tyre brands, but also provides mechanical servicing and professional advice. it can save customers much time.l our store provides more leisure facilities, such as, drinking, computer, internet, magazines and new papers. it makes customers feel very convenience.l our store can obtain more resources which is provided by michelin, such as advertised on tv other medias, trained skill worker and some financial support. l our technicians are trained by michelin tyre company, so all of them are professional. they can give useful advices to customers about their cares.l our company has enough money to support the stores innovation.l weaknessesl the car park is small and its ground is not flat. it is uncomfortable and inconvenience to customers, even though lost some customers.l the air in the waiting area is not fresh. the waiting area is at the showroom, so the air is mixed with goods smell. it makes the customers feel uncomfortable.l the personnel quality does not match the customers needs.l opportunitiesl mobile cars gradually have become a part of peoples life. more and more people have bought private cars or planed to buy cars. it takes a lot of opportunities to tyre industrial or other related cars industrial. l the new two big communities nearby have sold out, it means a lot of people will move in. so there will be more people who might become our customers.l our training room is too large to only use as training place. we can separate a place as a waiting room. hence we can save the rent of the waiting room.l there is no big store nearby which operate the same business. l l threatsl some magnates in tyre industry, like bridgestone and goodyear, have also operated the same business system. they are the main rival in this business area.l more and more car 4s shop have also deal with such business. the car 4s shop has some advantages against the tyreplus store, especially in repairing car.l some big local tyre stores already have expanded their business and improved