發(fā)布時間：2018-11-06 11:13

【摘要】：隨著市場競爭的不斷加劇，在線經(jīng)營企業(yè)單純依靠產(chǎn)品種類及低價競爭來獲取長期競爭優(yōu)勢的難度越來越大，顧客開始將注意力逐漸轉(zhuǎn)向了服務(wù)體驗方面。在線購物服務(wù)質(zhì)量的高低直接影響顧客的滿意程度，企業(yè)要想在競爭激烈與快速多變的電子商務(wù)環(huán)境下建立并保持長期競爭優(yōu)勢，就需要不斷提高及改善自身的服務(wù)質(zhì)量。文章提出用QFD方法研究在線購物服務(wù)質(zhì)量，用于指導在線經(jīng)營企業(yè)的服務(wù)質(zhì)量改善工作。 首先，基于相關(guān)理論的研究和分析，提出將QFD方法應(yīng)用于在線購物服務(wù)質(zhì)量研究中的研究思路。然后，對在線購物服務(wù)質(zhì)量的研究過程進行詳細說明，通過將Kano模型、模糊集理論、熵權(quán)法與QFD結(jié)合起來，構(gòu)建了顧客需求與服務(wù)要素之間的質(zhì)量屋模型。接著，通過文獻研究、顧客訪談、問卷調(diào)查及統(tǒng)計分析，獲取在線購物服務(wù)質(zhì)量的顧客需求項目。最后，，將質(zhì)量屋模型應(yīng)用到某具有代表性的B2C企業(yè)，對在線經(jīng)營企業(yè)的服務(wù)質(zhì)量進行研究。通過運行在線購物服務(wù)質(zhì)量屋模型，驗證了模型的有效性，并得到服務(wù)要素重點項目，為企業(yè)改善服務(wù)質(zhì)量、提高顧客滿意度提供了管理啟示。 文章的研究成果豐富了在線購物服務(wù)質(zhì)量理論的研究內(nèi)容和方法，并對在線經(jīng)營企業(yè)的服務(wù)質(zhì)量改進具有一定的參考價值。對于在線經(jīng)營企業(yè)而言，利用QFD方法來分析和改善服務(wù)質(zhì)量是不斷循環(huán)的過程，企業(yè)需要不斷進行調(diào)查分析并深入挖掘顧客需求，從企業(yè)內(nèi)部不斷改善服務(wù)質(zhì)量，從而提升企業(yè)的競爭力以及顧客的滿意度。
[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.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F724.6;F274

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