Study Of Customer Satisfaction Of Mobile Shopping Based On Fuzzy Kano Model

With the rapid development of mobile commerce and the popularity of smartphones, mobile phone users has been in527million in China until the end of June,2014, and the scale of Internet users by mobile phone was beyond the traditional PCin June last year, and mobile commerce presents an excellent prospects, mobileshopping is the touchstone of the most tap potential in mobile commerce. Mobileshopping as a new mode of shopping has its own unique advantages, including thecomparatively complete function of smart phones, shopping from anywhere atanytime, which become the most competitive advantage of m-shopping mode. In2014, some application annual growth rate of netizens has been more than100%,named as mobile payments, mobile shopping, mobile Internet banking and onlinebooking by mobile. But the customer satisfaction is not high is hindering thedevelopment of the m-shopping, and we also found that, few scholars on the depth ofmobile shopping industry customer satisfaction influence mechanism research fromboth home and abroad literatures. Therefore, this research has strong theoretical andpractical significance.In the face of this research gap, this paper firstly sums up the evaluationindicators of customer satisfaction of mobile shopping industry. Standing in theperspective of customer experience, we made a in-depth interviews with customerswho have rich m-shopping experience, and gained30indicators at last. In order toavoid related and repeated indicators, the type R system clustering and typical indexselection method is adopted to optimiz these indicators, and finally determining thecustomer satisfaction evaluation index of m-shopping. After got these items, thispaper, on the basis of fuzzy theory, using entropy value method combined with fuzzyKano model to calculate the evaluation index weight, and determine its importance.At the same time, we also determine the key indicators of upgrading customersatisfaction and reducing dissatisfaction respectively.For the first time, wedistinguish the influencing mechanism of customer satisfaction of m-shopping and the traditional online shopping, and creatively combining the theory of channelmigration to analy reasons that why the customer transfer from the traditional onlineshopping model to m-shopping. Results indicate that “localization service”“WIFIenvironment”“bsking in a single information”“Qr code snapping”“attentionfunction”“use of fragmented time” and so on are the key to quickly boost customersatisfaction, and attract customers shift from traditional network shopping channelsto m-shopping.Finally, according to the result of the above, this paper propose somecountermeasures from three aspects of “the evaluation index of fuzzy Kano modelcategory as the guidance Guided” and “consumer interaction” and “customerpreference”, to improve customer satisfaction and viscosity, and prevent loss ofcustomers,and to provide a reference for the improvement of China’s m-shoppingenvironment.