Research For Service Recovery Of Online Retail Clothing Enterprises Based On KANO Model

With the improvement of the popularity of the network and the improvement of the network infrastructure in China,the clothing network retail enterprises developing rapidly.Online retail clothing enterprises enjoy the Internet construction bonus,but also have to face the increasingly competitive market environment.The online retail clothing enterprises in order to occupy the piece of market for one person in the competition environment,enhance the quality of service is more important than before and service recovery ability as an important part of the quality of service become more important.Therefore,how to effectively improve the service recovery ability of enterprises has become a key that the network retail clothing enterprises must face.At the same time,there is a large number of no-fault service failure in the network retail clothing enterprises,which leads to the failure rate of service is higher than other industries.First of all,on the basis of combing the relevant theories of service recovery,combined with field research,the primary items of customer service recovery in online retail clothing enterprises are selected.And from the 5 aspects of compensation,loss,timely response,apology,good system and convenient communication,15 items of customer service recovery items of’ online retail clothing enterprises are selected.Secondly,through the KANO model to verify these requirements,and delete the service recovery situation is informed and enterprises with a sound system of service recovery of two of respondents with low degree of recognition of service recovery needs.Through the KANO model,the model is divided into 4 parts:4 Attractive Quality;2 One-dimensional Quality;7 Must-be Quality,which prepared for a comprehensive weight analysis of these requirements.Thirdly,through questionnaire survey,we collect the customer’s evaluation data of these 13 requirements,and use the rough number method to analyze the collected data to get the weight of the 13 demand items.Again paper weights of the 13 demand items are adjusted according to the characteristics of different types of demand in the KANO model,and the final demand item weights are obtained.The 13 demand items are sorted and analyzed according to the adjusted weights.The paper concludes that the demand for customer service recovery in online retail clothing enterprises can be roughly divided into four grades.Four levels,from low to high,are the basic needs for service recovery,the need for quality services,the need for additional benefits and the emergence of hierarchical needs.According to the research results,the paper proposed that in the system for ensuring the maximum to meet the foundation needs of customers;enhance corporate culture encourage employees to meet customer demand for quality service;take promotion into the service recovery to encourage employees to meet customer needs additional benefits;to strengthen the construction of service recovery system to help the enterprise to meet the excess reserves.From these four aspects,the improvement strategy of service recovery in online retail clothing enterprises is given.