Research On Service Quality Of Lbs Applications Based On User Perception

With the upgrade of mobile communication network, the popularity of terminal portable devices like smart phones and the development of mobile positing technology and geographic information systems, LBS applications using mobile terminal or mobile user’s location information to creating value began to enter the popularization and commercialization period of high-speed development. LBS is regarded as one of the most potentials of the mobile Internet era. Many surveys and evaluation data show that LBS existing users and the market have begun to take shape. However, domestic LBS applications still exist many problems such as homogenization, the unclarity of profit model, user stickiness and privacy concerns and so on. In general, the quality of services provided is not high, it’s still in the exploratory introduction period. Therefore, service providers need to design hot products and applications to attract more users, and cultivate habits of users, enhance customer satisfaction. To provide users with excellent quality of service is the basis of the market and competition goals. In the design of service quality elements, service provider must to understand uses’need and perception in order to really make the user acceptance and satisfaction even surprise.In this study, the LBS application quality of service is the research object. Firstly, it reviewed the relevant literatures at home and abroad, including the concept and characteristics of LBS and quality of service, combined with the open-ended questionnaire survey and in-depth interviews to the user, product manager of LBS applications, then determine the quality of service scale of LBS applications with the result of data analysis of pre-test questionnaire. Secondly, with the random sampling survey of LBS users and data processing and analysis, it achieved two goals:one is to sort the degree of the LBS service quality elements using of QFD thinking combined Kano analysis and AHP analysis, another is to classify quality of service and customer satisfaction coefficient factor identification based Kano model. Finally, based on the results of the analysis, it made some targeted suggestions for service providers to more efficiently ensure the quality of service and enhance customer satisfaction in their LBS designing and market positioning in case of limited resources.The main contributions of the study include the following four aspects:(1) The previous theoretical studies of LBS focused on the technical solutions as well as explore business models in the view of service provider. This study focused the point of actual users’awareness and demands has some innovative, and through the two-dimensional view of quality and Kano model, it can help service providers more efficiently designing LBS applications from the perspective of user.(2) Based on the analysis of the literature review and summary of the typical LBS applications, it categorized popular LBS applications of Web2.0era, and also construction a scale of the LBS application service quality based on the conceptualization of the quality of service elements and SERVQUAL that helped understanding characteristics of existing LBS application services. The scale tested to have a certain degree of reliability and validity. It expanded the scope of the study of the quality of service management theory to a certain extent, specifically in mobile e-service quality area.(3) QFD thought and Kano model is applied as objective as possible to reflect the degree of users perceived importance, and also it used a variety of data processing and analysis methods to obtain the indicators and data to assess the importance. The re-adjustment process of importance based on Kano model has innovation to avoid the problem of information missing.(4) Kano model shows the potential customer expectations, perceived and satisfaction more systematic and actually. Kano model has more value in classification of user perceived service quality elements than customer physical attributes, that it quantitative helps the determination of market segmentation and differentiated strategy. And customer satisfaction coefficient in Kano theory helps enterprises solve the problem that how to excavate high efficiency and high value-added elements under the condition of limited resources and to solve the problem of decision-making difficulties caused by the multi-attribute.