| Service quality is the core issue of service marketing,and improving service quality is the key to winning the competition.SaaS(Software as a Service)is an online software service provided entirely on the web,which serves users through online software systems,front-end platform systems(such as websites,new media,e-commerce,etc.)and community hotlines,etc.The quality of online services in each scenario is directly related to user retention and conversion,so product experience and service experience become the two keys for SaaS software service providers to improve.As a technology-based SME,Company Y takes online financial software as a "sharp" product,relying on the integrated online management software and platform solutions for business finance and taxation to provide digital and information services for small and micro enterprises.At present,the company has accumulated a large number of users,but compared with its peers,the total number of users is small,user retention is not high,and the quality of service has obvious shortcomings.Therefore,for Company Y,the current development dilemma is how to improve service quality and enhance user retention and conversion rate.Guided by the extended service interaction theory,this thesis constructs eight key elements affecting the quality of SaaS services of Company Y from two levels: security,functionality,ease of use,and reliability at the level of technical services,and responsiveness,compensation,communication,and content at the level of interactive services.And then,through SERVPERF(Service Performance)evaluation and interviews,the service quality deficiencies were identified and the main reasons were analyzed.The research found that Company Y was lacking in privacy and security in technical services,as well as communication style,information accuracy,and service commitment in interactive services,reflecting the deficiencies in security,communication,content,and reliability.Subsequently,a matrix analysis of importance and performance performance was conducted on the specific performance of Y’s SaaS service quality with reference to IPA(importance and performance expressiveness)measurement results,and targeted service quality improvement strategies were proposed,including three key improvement strategies: establishing a user information confidentiality management mechanism,improving communication skills with different users,and outputting valuable lead generation content,an appropriate development strategy for timely fulfillment of service commitments and three continuous strengthening strategies to create the differential advantage of product solutions,optimize the experience design of user scenarios,and establish an omnichannel immediate service response system.Finally,the corresponding measures are proposed from four aspects,including strengthening the introduction of professional talents and improving energy training,smooth service internal undertaking system and process,enhancing service management lean with marketing automation,and matching operational service responsibilities and assessment to guarantee the smooth implementation of service quality improvement strategies.This thesis integrates the service quality of both technical service and interactive service levels,and the discussion process combines research and interviews,and distinguishes the strategy tendency based on IPA matrix analysis,which provides a reference for the company’s limited resource investment and enhances the practical guidance of the program,and has certain reference significance for promoting the development of Y’s online management software business. |
