基于QFD的B2C天猫店铺整体服务质量模型研究

发布时间：2018-04-30 13:28

本文选题：B2C + 电子商务　；参考：《成都理工大学》2017年硕士论文

【摘要】：电子商务的发展过程中,企业若要在竞争激烈的电商市场满足顾客多元化的需求并长期保持竞争优势,在激烈的网络市场立于不败之地,这就要求B2C电子商务企业从服务质量关键点入手,不断提升企业的服务质量。本文集成粗糙集、Kano模型和质量功能展开,构建了B2C天猫店铺服务质量优化模型,并针对B2C店铺提出服务质量的改进对策及措施。为B2C天猫店铺功能质量、系统质量及服务质量的提升提供了一套思路和方案。其成果如下:(1)在服务质量优化理论的基础的上,运用相关调研方法结合服务质量相关维度挖掘、提炼和整理消费者需求,运用QFD研究框架结合KJ图、kano模型、粗糙集理论等相关工具方法,对现有的不确定性需求转化为质量屋模型,并做出了相关的改进。其主要成果是运用粗糙集理论处理消费者需求的重要度,采用卡诺模型进行顾客需求重要度调整,最终构建天猫店铺服务质量屋,并对服务质量进行优化。(2)对M企业服务质量的实例分析,通过调研获取顾客需求信息,运用构建的综合模型对M企业服务质量进行优化,验证了模型的有效性,并提出M企业服务质量改进的具体方案。(3)拓展了QFD理论和粗糙集、Kano模型相结合的运用范围,采用粗糙集避免需求分析过程中的主观性弊端,通过运用Kano模型对顾客需求进行分类,避免顾客需求因素之间线性关系对结果的影响,得到较为科学的顾客需求信息为B2C电商企业优化服务质量,提供依据。本研究提出的服务质量优化模型为B2C电子商务网店服务质量的改进提供了新的思路,也是对QFD和其他模型结合运用的尝试,这些成果可以为企业合理分配相关资源,提升服务质量、提升整体转化率和企业软实力提供参考,具有一定的学术价值和较高的应用价值。
[Abstract]:In the course of the development of electronic commerce, if the enterprise wants to satisfy the diversified demand of customers and maintain the competitive advantage for a long time in the highly competitive e-commerce market, it will be in an invincible position in the fierce network market. This requires B2C e-commerce enterprises to improve the service quality from the key point of service quality. This paper integrates rough set Kano model and quality function deployment, constructs B2C Tmall store service quality optimization model, and puts forward the improvement countermeasures and measures for B2C store service quality. For B2C Tmall store function quality, system quality and quality of service to provide a set of ideas and plans. The results are as follows: 1) on the basis of the theory of service quality optimization, using the relevant research method combined with the dimension of service quality correlation mining, refining and sorting consumer demand, using QFD research framework and KJ map / Kano model, Rough set theory and other relevant tools are used to transform the existing uncertain demand into a quality house model, and some related improvements are made. The main achievement is to use rough set theory to deal with the importance of consumer demand, adopt Carnot model to adjust the importance of customer demand, and finally construct Tmall store service quality house. And the service quality of M enterprise is analyzed by the example of the service quality optimization. The information of customer demand is obtained through investigation and research, and the service quality of M enterprise is optimized by using the comprehensive model, which verifies the validity of the model. The concrete scheme of improving the service quality of M enterprise is put forward. It expands the application range of QFD theory and rough set model, and adopts rough set to avoid the subjective disadvantage in the process of requirement analysis. By using Kano model to classify customer demand, to avoid the influence of linear relationship between customer demand factors on the result, the more scientific customer demand information can be obtained to optimize service quality and provide basis for B2C e-commerce enterprises. The service quality optimization model proposed in this study provides a new idea for the improvement of the service quality of B2C e-commerce online store, and it is also an attempt to combine QFD with other models. These results can reasonably allocate relevant resources for enterprises. It is of academic value and high application value to improve service quality, overall conversion rate and soft power of enterprises.
【学位授予单位】：成都理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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