Optimization Decision Method And Empirical Research Of Express Delivery Service Based On Quantitative Kano-QFD Model

The survival soul of express enterprises is the service quality.It has a great practical significance to achieve long-term healthy development of enterprises by improving the quality of express service,which can improve the performance of express enterprises.Express enterprises need to fully perceive and analyze customer satisfaction based on customer perspective,so that customers can participate in the production and service process of enterprises,and consider the characteristics of intangible,heterogeneous,indivisible and perishable services to design and optimize express services.Different from the tangible nature of products,the customer's service demand and consumption behavior are complex and changeable,which is difficult to measure and define intuitively.How to accurately identify different customer service requirements and construct reasonable decision-making methods of service quality optimization in express industry is in urgent need of theoretical innovation and practice.Based on these,this paper explores the theory and method of express service optimization decision-making which integrates quantitative Kano model into QFD.This method realizes the matching of customer demand and service system design,and provides decision support for enterprise express service planning.(1)Identify customer service requirements.Customer service requirements are obtained by using path-result chain method,combining the 5-dimension and 22-item service quality measurement index of SERVQUAL scale,and integrating the enterprise value orientation,service planning purpose and other factors.(2)Build quantitative Kano and QFD model.Classify different customer requirements into attribute requirement elements,must-be requirement elements,one-dimensional requirement elements,non-difference requirement elements and reverse requirement elements.Then,based on the results of the questionnaire and the classification method of Kano model,using statistical analysis and big data processing,we summarized the classification of each quality of service element.Build the relationship function S-CR between the satisfaction level of each service demand factor and the satisfaction degree of the customer and calculate the satisfaction degree data of each customer.According to the results of customer demand classification,combined with the enterprise strategy and competitive analysis results,the final weight of service demand is determined by order relation method.Through the construction of quality house,the importance of express service customer demand is converted into the importance of express service elements.on this basis,the key express service elements are determined according to the actual situation of enterprises.(3)Construct a service optimization decision-making model based on quantitative Kano-QFD model.The qualitative and quantitative results of Kano model are integrated into QFD,and a service quality optimization decision-making model considering budget constraints and customer satisfaction maximization is constructed.Through solving the model,the key indicators of service quality and the priority of service quality attribute improvement are identified.(4)Take shun feng express company as an example to verify the effectiveness and feasibility of the method.This study is of innovative significance for express enterprises to effectively implement service customization strategy and improve service competitiveness.