Research On Service Quality Optimization Of Mobile Social Commerce Based On QFD

With the rapid development of mobile Internet technology and mobile social platforms,mobile social commerce as a new branch of e-commerce has been favored by numerous businesses and customers for its convenience and socialization.Under the background of the increasing number of businesses involved in the mobile social commerce,investing limited resources in the key points of improving their service quality become an important measure for many businesses to respond to fierce market competition and obtain competitive advantages.This article takes the customer demand as the direction,constructs the mobile social business merchant service quality optimization and improvement model integrating the Kano model and the quality function,and guides the merchants to allocate their own resources through identifing the key technical service elements to improve the service quality.The main work is as follows:1)Through literature reading,customer interviewing,comment collecting,etc and combining with the dimensions of service quality and e-commerce service quality,21 items of customer demand items were sorted out by using the affinity graph method,and a consistency check was passed;2)Using rough set theory as a tool to derive the initial importance of customer demand,using Kano model and importance satisfaction coefficient to adjust the initial importance to obtain the final relative importance of customer demand;3)After determining the technical and service elements,based on the development of quality functions,the importance of each technology and service element is ranked.Combine the use of the importance-satisfaction(I-S)model,identify key technologies and service elements,and use this as a basis for the optimization and improvement of service design for mobile social business merchants;4)Take Z company as an example to analyze the case and construct the optimizing and improving model of Z enterprise service quality.Identify the key technical service elements,and combine the Z company's status quo to propose a specific solution for service quality improvement.The method of combining the quality function development and the importance-satisfaction(I-S)model proposed in the research to determine the key technical service elements provides a new idea for mobile social business merchants to improve their own service quality,and has a strong practical application value.