整合fuzzy-SERVQUAL與Kano-QFD模型探討網路購物的服務品質

Integration of fuzzy-SERVQUAL and Kano-QFD Model to Evaluate the Service Quality of Online Shopping

何淑貞(Shu-Zhen He) ； 范振銘(Chen-Ming Fan) ； 廖春枝(Chun-Zhi Liao) ； 林楚海(Chu-Hai Lin)

《創新與經營管理學刊》 3卷1期 (2012/07) Pp. 75-96

https://doi.org/10.6270/JIBM.2012.3(1)75

摘要

電子商務盛行，網路購物服務品質值得更深入地探討。由於人類語言的模糊性，結合模糊理論之fuzzy-SERVQUAL更適合市調。同時，為掌握外部顧客期望，轉化為內部需改進的品質技術，Kano-QFD模型被廣泛應用於不同行業。本研究以東森購物網為例，整合以上兩種方法與服務藍圖理論，得到網路購物服務品質屬性及重要度，和業者改善品質技術之具體方案。購物網站業應優先重視的服務品質項目為「隨時掌握購物後的資訊」，而最亟需改進的服務技術為「電子商務系統」，俾有助於網購市場新進入者改善服務與提升顧客滿意度。

關鍵字

服務藍圖 ； Kano-QFD模型 ； 網路購物 ； 服務品質

並列摘要

The prevalence of e-commerce requires further discussion of the service quality of online shopping. Because of the linguistic fuzziness, a fuzzy theory based SERQUAL fits the market research better. At the same time, in order to understand and transform the external customer expectation into engineering characteristics that need improvement, Kano-QFD model is widely used in different industries. The paper takes ETmall for example, integrates the two methods and service blueprint, and gets the Kano attribute and importance of online shopping's service quality, and finally gives the exact strategy of engineering characteristics improvement. The prioritizing service quaity for online shops is ”continuous information acquisition (after ordering)”. While estabilishing a better ”e-commerce system” is the most urgently needed. The results shall help improve the service quality and increase the customer satisfaction for new comers of online shopping industry.

並列關鍵字

Fuzzy-SERVQUAL ； Service Blueprint ； Kano-QFD model ； Online Shopping ； Service Quality