Research On The Construction Of Government’s Wechat Service Quality Model

With the popularity and rapid development of mobile communication technology, more and more people would like to choose mobile phone to access services. The government also provides public services through mobile terminal and then government media occurs. WeChat is the product of government media. Government provides people more convenient and more comfortable public service through WeChat.In this paper, firstly, we sort out the status of research on government’s WeChat from domestic and foreign and analyze relevant area quality of service evaluation model from domestic and foreign. Based on the analysis of relevant service quality model and government’s WeChat feature, we learn from RSQS model and then select SERVQUAL model as theory model. This paper evaluates service quality of government’s WeChat-"Shanghai Fabu" from convenience, tangible, responsiveness, reliability, empathy, assurance. Then, this paper selects Dapuqiao public from Shanghai Huangpu district and Lujiazui public from Pudong district as investigation object, interviews and questionnaires for the survey method, using SPSS20.0 to analysis survey data. Data analysis shows that, assurance is highly relevant to service quality; tangible, reliability, responsiveness, and empathy strongly associated with quality of service, and convenience is moderately correlated with service quality. At last, according to data analysis, we propose some suggestions to put forward the development of Government’s WeChat. Firstly, Shanghai Fabu should strengthen the construction of WeChat in order to improve the perceived usefulness; secondly Shanghai Fabu should strengthen backstage construction of government WeChat to provide more comfortable and personalize service; thirdly, Shanghai Fabu should strengthen the construction of mobile network security and complete the relevant laws and regulations; fourthly, Shanghai Fabu should strengthen the construction of interactivity to meet the demand of the public; lastly, we should diversity advertise ways of government WeChat to promote the development of government WeChat.