【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。更多还原

【Abstract】 The main purpose of this paper is to explore the crucial factors of service quality improvement 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 B2C 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 improvement based on consumer requirements. Furthermore,a relationship matrix 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 introduced improved QFD method into the study of B2C website service quality,and linked the evaluation index with the improvement of website service quality,which could provide management tips for online enterprises to improve and enhance service quality.更多还原