基于用户感知视角的LBS应用服务质量研究

发布时间：2018-03-14 22:12

本文选题：位置服务　切入点：移动位置服务　出处：《南京大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着移动通讯网络的升级、智能手机等终端便携设备的普及、移动定位技术和地理信息系统的发展,利用移动终端或移动用户的位置信息产生价值的LBS应用开始进入高速发展的大众化、商业化时期,被视为移动互联网时代最具潜力的未来增长点之一,许多调查和评估数据显示LBS的现有的用户和市场已经初具规模。然而,由于国内的LBS应用目前存在同质化、盈利模式不清晰、用户黏性较差、隐私保护担忧等问题,总体来说,提供的服务质量不高,还处于摸索导入期。因此服务提供商需要通过热点产品和应用来积累用户基础,培养用户习惯,提升用户满意度水平,而为用户提供优良的服务质量是实现市场和竞争目标的基础。服务提供商对于LBS应用的服务质量要素的设计和确定必须要首先了解用户的需求和感知,才能真正使用户接受和满意甚至惊喜,才能在竞争中占有一席之地。本研究以LBS应用的服务质量为研究对象,首先通过回顾总结国内外的相关文献,探讨了LBS的概念特征等,综述了服务质量领域的研究成果,并结合对用户、产品经理的开放式问卷调查和深度访谈,通过前测问卷的数据分析设计确定了LBS应用服务质量的量表；然后对LBS用户展开随机抽样问卷调查并进行数据处理分析,达到两个目的,一是运用QFD思想结合Kano分析和AHP分析进行LBS服务质量要素的重要度排序；二是基于Kano模型的归类和顾客满意度系数的服务质量要素识别；最后基于分析结果,对目前LBS应用开发和市场定位提出一些针对性建议,使服务提供商在资源有限的情况下进行更有效率地保证良好的服务质量并提升用户满意度。本文的主要贡献包括以下四个方面： (1)基于用户感知视角。LBS以往的理论研究多集中于服务提供方视角的技术解决方案层面以及商业模式的探索层面。本研究是从实际的用户感知和消费者需求出发具有一定创新性,并通过二维质量观点和Kano模型帮助服务提供商更有效率地从用户感知角度设计LBS应用。 (2)LBS应用的服务质量维度和测量项目的量表的构建。本文在文献综述和对典型LBS应用的总结分析基础上,将Web2.0时代的大众化移动LBS应用进行了归纳分类,并对服务质量要素进行整理和概念化,在SERVQUAL量表基础上建立了针对LBS应用特点的服务质量模型及测评量表,有助于更清晰、更系统地了解现有LBS的服务特点。正式的LBS应用的服务质量维度和测量项目的量表经过检验证实具有一定的信度和效度,为相关研究如LBS应用的服务质量的测评等方面提供基础。一定程度上拓展了服务质量管理理论的研究范围,因为目前服务质量领域里,关于电子服务特别是具体到移动位置服务的质量维度研究还很少。 (3)用户感知的LBS应用服务质量重要度的确定。应用了QFD思想和Kano模型尽可能地客观实际地反映出用户对LBS应用的服务质量的重要度感知程度,并使用了多种数据处理和分析方法,获取了评估重要度的指标和数据。同时在基于Kano模型的重要度权重调整过程中,没有直接对每项划分为某种质量的要素进行直接赋值,而是运用权重计算公式充分考虑每个答题者的意见,避免了信息遗漏过于严重。 (4)基于Kano归类及顾客满意系数的重点服务质量要素确定。Kano模型的使用,不仅在调整重要度权重方面发挥了作用,并更加系统、实际地展现顾客的潜在期望、感知和满意度。Kano模型基于用户感知划分的质量要素类别比纯粹的顾客物理属性更具有分类价值,为服务提供商的细分市场划分和针对性和差异化服务提供了一定的量化判断。同时Kano理论中的顾客满意效益系数观念可以一定程度上协助企业解决在资源有限的条件下,挖掘重点发展的高效益、高附加值的亮点服务质量要素,以及服务质量的多属性导致的决策困难问题。
[Abstract]:With the upgrade of mobile communication network, the popularity of intelligent terminals such as mobile phone portable devices, the development of mobile positioning technology and geographic information system, LBS application value using location information of the mobile terminal or mobile users began to enter the high-speed development of popularization, commercialization, is regarded as one of the most promising Mobile Internet era future growth, many surveys and evaluation data show that existing users and the market LBS has begun to take shape. However, because of domestic LBS applications are homogeneous, the profit model is not clear, user stickiness is relatively poor, privacy concerns and other issues, the overall service quality is not high, is still in the exploratory period therefore. Service providers need to through the hot products and applications to attract users, develop habits of users, enhance customer satisfaction, and provide service quality for users Quantity is the basis for achieving market and competitive goals. Service providers must first understand users' needs and perceptions for the design and determination of service quality elements of LBS applications, so that users can accept, satisfy or even surprise, so that they can take a place in the competition.
The study on the application of LBS quality of service as the research object, firstly by reviewing and summarizing the related literature at home and abroad. The concept and characteristics of LBS, summarizes the research results in the field of service quality, and the combination of user, product manager, open questionnaire survey and in-depth interviews, through the questionnaire data analysis to determine the design the application of LBS service quality scale; then the random sampling survey of LBS users and data processing and analysis, to achieve two goals, one is the use of QFD combined with Kano analysis and AHP sequence analysis on the degree of the LBS service quality factors; two is the service quality factors of Kano model identification and classification of customer satisfaction index based on the last; based on the analysis results, the current LBS application development and market positioning and puts forward some suggestions, so that the service provider in the case of limited resources More efficient to ensure good quality of service and improve user satisfaction.
The main contributions of this article include the following four aspects:
(1) the previous theoretical studies from the perspective of user perception of.LBS focused on the service provider from the perspective of technology solutions and business model exploration level. This study is based on the level from the actual user perception and consumer needs to have certain innovation, and through the two-dimensional view of quality and Kano model can help service providers more efficiently from the user perception point of the design of LBS application.
(2) the construction scale of service quality dimensions and measurement of LBS applications in the analysis of the literature review and summary of the typical LBS application on the basis of the application of the popular mobile LBS Web2.0 era were summarized, and the collation and conceptualization of the service quality factors, established in the scale of SERVQUAL based on the characteristics of LBS application service quality model and evaluation scale, contribute to a more clear, more systematic understanding of the characteristics of the existing LBS services. Service quality dimensions and measurement items of formal application of the LBS scale after inspection confirmed has certain reliability and validity, for the related research such as the application of LBS service the quality assessment provides the basis. To some extent, expand the scope of service quality management theory, because the quality of service in the field of electronic services, especially specific to the quality of mobile location services There are few dimensional studies.
(3) the user perceived quality of service LBS application to determine the priority of application. The QFD theory and Kano model as much as possible to objectively reflect the importance degree of perception to users of the LBS application quality of service, and use a variety of data processing and analysis methods for the evaluation of important indicators and data. At the same time in the weights adjustment process based on Kano model, not directly on the elements of each divided into a quality direct assignment, but the use of weight calculation formula for each respondent views are fully considered, to avoid missing information is too serious.
(4) the key elements of Kano service quality and customer satisfaction classification coefficient is determined using the.Kano model based on not only play a role in adjusting the weights, and more practical system, to show the potential customer expectations, perception and satisfaction of user perceived quality factor.Kano model based on the classifications than customer physical attributes more valuable, for the service provider market segments for service division and diversity and provides a quantitative judgment. At the same time the concept of customer satisfaction and benefit coefficient in Kano theory can to some extent help enterprises solve under the conditions of limited resources, focus on the development of high efficiency mining, highlights the key factors of service quality with high added value the quality of service, and multiple attribute decision-making difficulties caused by the problem.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

【参考文献】