基于改进QFD的B2C网站服务质量提升研究  

Research on Service Quality Improvement of B2C Website Based on Improved QFD Model

作　　者：侯晶 陈梅梅[2] HOU Jing;CHEN Mei-mei(School of Economics and Management, Nanjing Agriculture University, Nanjing 210095, China;Glorious Sun School of Bus#wss and Management, Donghua University, Shanghai 200051, China)

机构地区：[1]南京农业大学经管学院,江苏南京210095 [2]东华大学旭日工商管理学院,上海200051

出　　处：《技术与创新管理》2018年第3期323-331,358,共10页Technology and Innovation Management

基　　金：国家社会科学基金(10BGL027)

摘　　要：文章主要研究了B2C网站服务质量改进和提升的关键要素。首先,借鉴SERVQUAL模型,并基于文献调研、顾客访谈和问卷调查等方法构建适于B2C网站服务质量评估的顾客需求指标体系;其次,结合服务质量差距模型和Kano模型确定需求项的权重;然后,针对顾客需求提出服务改进要素,构建质量屋中的关系矩阵,并采用三角模糊数进行定量描述;最后,结合熵值法处理技术竞争性评估结果,确定B2C网站服务质量改进的关键要素。通过引入GAP模型、Kano模型、熵值法和模糊集理论改进QFD方法,并应用于B2C网站服务质量研究中,可将顾客需求与B2C网站服务质量改进策略相关联,为在线经营企业的服务质量改进和提升提供借鉴。The main purpose of this paper is to explore the crucial factors of service quality improvenlent and enhancement in B2C website. Based on the SERVQUAL model,this paper constructed an index system of consumer requirements through the method of literature research, customer interview and questionnaire survey, which is applicable for the evaluation of B2 C website service quality. The weights of consumer requirements are determined according to gap model and Kano model. Then this paper put forward the factors of service improvenlent based on consumer requirements. Furthermore, a relationship ma- trix of quality- house was constructed and quantitatively described based on triangle fuzzy number. Finally, by using entropy method to handle the results of competitive evaluation, the crucial factors of service quality- improvement in B2C website were determined. By putting GAP model, Kano model, the fuzzy set theory , entropy method and QFD together, this paper in- troduced improved QFD method into the study of B2 C website service quality, and linked the evaluation index with the im- provement of website service quality-, which could provide management tips for online enterprises to improve and enhance service quality.

关 键 词：服务质量 B2C网站 QFD 

分 类 号：F724[经济管理—产业经济]