基于QFD的在线购物服务质量研究
发布时间：2018-11-06 11:13
【摘要】：随着市场竞争的不断加剧，在线经营企业单纯依靠产品种类及低价竞争来获取长期竞争优势的难度越来越大，顾客开始将注意力逐渐转向了服务体验方面。在线购物服务质量的高低直接影响顾客的满意程度，企业要想在竞争激烈与快速多变的电子商务环境下建立并保持长期竞争优势，就需要不断提高及改善自身的服务质量。文章提出用QFD方法研究在线购物服务质量，用于指导在线经营企业的服务质量改善工作。 首先，基于相关理论的研究和分析，提出将QFD方法应用于在线购物服务质量研究中的研究思路。然后，对在线购物服务质量的研究过程进行详细说明，通过将Kano模型、模糊集理论、熵权法与QFD结合起来，构建了顾客需求与服务要素之间的质量屋模型。接着，通过文献研究、顾客访谈、问卷调查及统计分析，获取在线购物服务质量的顾客需求项目。最后，，将质量屋模型应用到某具有代表性的B2C企业，对在线经营企业的服务质量进行研究。通过运行在线购物服务质量屋模型，验证了模型的有效性，并得到服务要素重点项目，为企业改善服务质量、提高顾客满意度提供了管理启示。 文章的研究成果丰富了在线购物服务质量理论的研究内容和方法，并对在线经营企业的服务质量改进具有一定的参考价值。对于在线经营企业而言，利用QFD方法来分析和改善服务质量是不断循环的过程，企业需要不断进行调查分析并深入挖掘顾客需求，从企业内部不断改善服务质量，从而提升企业的竞争力以及顾客的满意度。
[Abstract]:With the increasing competition in the market, it is more and more difficult for online business enterprises to obtain long-term competitive advantage by simply relying on product types and low price competition. Customers begin to turn their attention to service experience gradually. The quality of online shopping service directly affects the degree of customer satisfaction. In order to establish and maintain the long-term competitive advantage in the competitive and fast changing e-commerce environment, enterprises need to continuously improve and improve their service quality. In this paper, QFD method is used to study the quality of online shopping service, which can be used to guide the improvement of service quality of online enterprises. Firstly, based on the research and analysis of relevant theories, this paper puts forward the idea of applying QFD method to the research of online shopping service quality. Then, the research process of online shopping service quality is explained in detail. By combining Kano model, fuzzy set theory, entropy weight method and QFD, the quality house model between customer demand and service elements is constructed. Then, through literature research, customer interviews, questionnaires and statistical analysis, to obtain online shopping service quality of customer demand items. Finally, the quality house model is applied to a representative B2C enterprise, and the service quality of online business is studied. By running the online shopping service quality house model, the validity of the model is verified, and the key items of service elements are obtained, which provides management inspiration for enterprises to improve service quality and improve customer satisfaction. The research results enrich the research contents and methods of online shopping service quality theory, and have certain reference value to the improvement of online business enterprise service quality. For online management enterprises, it is a process of continuous circulation to use QFD method to analyze and improve service quality. Enterprises need to continuously investigate and analyze customer demand and improve service quality from within enterprises. In order to enhance the competitiveness of enterprises and customer satisfaction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274
本文编号：2314106
[Abstract]:With the increasing competition in the market, it is more and more difficult for online business enterprises to obtain long-term competitive advantage by simply relying on product types and low price competition. Customers begin to turn their attention to service experience gradually. The quality of online shopping service directly affects the degree of customer satisfaction. In order to establish and maintain the long-term competitive advantage in the competitive and fast changing e-commerce environment, enterprises need to continuously improve and improve their service quality. In this paper, QFD method is used to study the quality of online shopping service, which can be used to guide the improvement of service quality of online enterprises. Firstly, based on the research and analysis of relevant theories, this paper puts forward the idea of applying QFD method to the research of online shopping service quality. Then, the research process of online shopping service quality is explained in detail. By combining Kano model, fuzzy set theory, entropy weight method and QFD, the quality house model between customer demand and service elements is constructed. Then, through literature research, customer interviews, questionnaires and statistical analysis, to obtain online shopping service quality of customer demand items. Finally, the quality house model is applied to a representative B2C enterprise, and the service quality of online business is studied. By running the online shopping service quality house model, the validity of the model is verified, and the key items of service elements are obtained, which provides management inspiration for enterprises to improve service quality and improve customer satisfaction. The research results enrich the research contents and methods of online shopping service quality theory, and have certain reference value to the improvement of online business enterprise service quality. For online management enterprises, it is a process of continuous circulation to use QFD method to analyze and improve service quality. Enterprises need to continuously investigate and analyze customer demand and improve service quality from within enterprises. In order to enhance the competitiveness of enterprises and customer satisfaction.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;F274
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