| The rapid development of the Internet has made great changes in people's consumption patterns and lifestyles,the mobile terminal device is a smart mobile phone's popularization in our country has a very high rate,mobile online shopping trend swept through China's consumer market.Mobile online shopping has many advantages,such as convenient,efficient and real-time,can be said to subvert the traditional way of life.With the rise of mobile online shopping,various contradictions and problems in the industry has become increasingly prominent.Part of the quality of service companies have also been questioned.Customers want to be able to facilitate the consumption of mobile network side,to get a better user experience;companies also want to move the end of consumers like their products,access to a larger market share.This requires the rapid improvement of the quality of service industry,the establishment of a sound ecological system of sustainable development,to achieve a virtuous cycle and stable development.From the beginning of 2014,the growth rate of mobile client online shopping behavior scale of more than 100%years,but the customer has the quality of service has been circulated on the network,netizens become often laugh at the talk.Through the domestic and foreign literature also found that,although some scholars on the online shopping platform mobile client service issues involved in the discussion,but usually only from a single dimension.Faced with this situation,this paper stands in the perspective of customers using Taobao mobile client to use wide coverage as an example,the first online shopping platform with mobile client use experience of customers conducted in-depth interviews,the function quality of service a number of online shopping platform mobile client in the process of using,and with the classic the questionnaire model Kano model and the gap model of service quality as the basis,sorting out two questionnaires respectively.Through online and offline channels and recovery,will the results of the questionnaire and statistical analysis,we found that the"sun Information" and "local service","WIFI"two-dimensional code sweep purchase" and"functional" and "the fragmentation" charm index is able to quickly improve the quality of service,the main reason is also bound to the new and old customers continue to use the onlineshopping platform mobile client,but also from the service quality gap model is proposed to improve the quality of service proposals.Finally,this paper puts forward to strengthen the charm index quality of service proposals according to the theory of Kano,but also in accordance with the service quality gap model theory,put forward to promote the perceived quality of service measures,hoping to improve the online shopping platform mobile client user viscosity of users,and provide some reference for the online shopping platform mobile client service quality improvement. |
PDF Full Text Request