Research On Improving User Satisfaction With The We Chat Official Account Of "Quanzhou Tax Service"

With the development and application of mobile Internet technology,"Internet+government WeChat account" has become a new tool for government to transform their functions and social governance models,but there are also some problems in the application.With the WeChat official account “Quanzhou Tax Service” as an example,this paper collects satisfaction evaluation from users,finds out the problems in running the "Quanzhou Tax Service" WeChat account,analyzes the reasons and proposes ways to improve it.This paper carries out questionnaire survey method based on the technology acceptance model.The survey covers the basic information of users,users' evaluation of the friendliness,usefulness,trust,compatibility,and acceptance of the account.The reliability and validity of the questionnaire were tested by SPSS 17.0 on the basis of the quantitative evaluation of the user's satisfaction with the account.This paper summarizes the prominent problems in the running of the account,which are: account articles fail to attract users;the account is not as interactive as users expected and users are not willing to consult the account.And the reasons are: the “Quanzhou Tax Service” WeChat official account does not identify users' needs accurately;the overall capability of the team running the account needs improving;and the organizational structure is not reasonable.Findings of this study and experience of the WeChat accounts of “Xiamen Tax Service” and “Shenzhen Tax Service”,the paper proposes enhancing the accuracy of services,capabilities of running the account and the service guarantee mechanism as the ways to improve user satisfaction of “Quanzhou Tax Service” WeChat official account.