Which customer complaint method do 4S stores fear the most?
3 Answers
4S stores fear the following customer complaint methods the most: 1. Complaints to the manufacturer: a. 4S stores are product dealers that focus on sales, while brand manufacturers emphasize after-sales service and brand building. Manufacturers assess 4S stores based on customer satisfaction. If satisfaction is low, manufacturers may not allocate popular car models to the 4S store or provide fewer units. b. Regional leaders from the manufacturer will pressure the 4S store to resolve the issue immediately. 2. Media exposure: a. Once exposed by the media, the reputation of the 4S store will be affected, and the brand manufacturer will also be implicated. This method is quite effective. b. In more severe cases, involve the Administration for Industry and Commerce to mediate and resolve the issue, or file complaints with quality inspection departments, industrial and commercial departments, or consumer rights protection agencies. 3. Legal action: When a lawsuit is decided upon, the 4S store will admit the problem and resolve it to avoid trouble.
I recently noticed that 4S dealerships are particularly afraid of customers posting complaints on social media platforms. As a car owner who frequently browses online, when someone shares service issue videos or posts on Weibo, Douyin, or WeChat Moments, it can quickly be reposted and spark heated discussions, causing exposure to skyrocket instantly. 4S dealerships primarily rely on word-of-mouth and online image to attract customers, so negative public sentiment can easily trend, damaging brand reputation and leading to potential customer loss. Last time I posted a video on Douyin about being overcharged for maintenance, it received thousands of likes within a day, and the dealership proactively contacted me to negotiate a resolution. They fear the online storm escalating, affecting sales performance and franchise qualifications.
I believe filing a complaint with the official consumer association is the most troublesome path for 4S stores to deal with. As a seasoned car owner, I've witnessed multiple cases like this. Consumer associations have regulatory authority to intervene in investigations, demand rectifications, and may issue fines or order compensations. Once a formal case is filed, the 4S store must submit evidence for review, which is a tedious process that could even affect their business license. They fear the chain reaction of more complaints after the official report goes public. Last year, my friend successfully obtained compensation through the consumer association for maintenance fraud, and it was resolved quickly.
