Research On Service Quality In Online Shopping Based On QFD

With the increasingly fierce competition in the market, it has become moreand more difficult for online enterprise to obtain long-term competitiveadvantage by product category and low price, and the customer has begun to payattention to the service experience. The quality of the Online shopping servicedirectly influences the degree of customer satisfaction. If the enterprise wants toestablish and maintain its long-term competitive advantage in electroniccommerce environment that is full of fierce competition and quick changes, theenterprise needs to constantly improve its service quality. This paper uses themethod of QFD to study service quality in online shopping for the purpose ofguiding online enterprise to improve service quality.First of all, based on the research and analysis of relevant theories, thispaper proposed the research ideas that applying QFD method to the research ofservice quality in online shopping. Next, the process of research on servicequality in online shopping was introduced in detail. By putting Kano model, thefuzzy set theory, entropy method and QFD together, this paper constructed thehouse of quality model between customer demand and service element. Then, thispaper gained customer demands about online shopping service quality based onthe method of literature research, customer interviews, questionnaire survey aswell as statistical analysis. Finally, this paper applied the quality of house modelto a representative BtoC enterprise to research the service quality of onlineenterprise. By runing the quality of house model, this paper verified the validityof the model and gained the key service elements, which providing managementtips for enterprise to improve service quality and customer satisfaction. The results of research enrich the research content and method of servicequality in online shopping, and certain reference value for online enterprise toimprove service quality was made. As for online enterprise, using QFD method toanalyze and improve quality of service is a continuous cycle process. Theenterprise needs to constantly investigate and deeply search for customerdemands, and continuously improve its service quality, so as to enhance thecompetitiveness of enterprise and improve customer satisfaction.