Research On Improving Service Quality Of P2P Loan Platform JRONE Website By Applying QFD

Internet technology and security has been gradually perfected as the internet rapidly develops.Internet finance industry is also rapidly developing in China and even all over the whole world.Along with the continued increasing number of P2 P customers,the number of internet financial companies in the market has also increased.Mere advantage in price cannot satisfy customers' needs in climbing amount of investments and loans.P2 P companies must take their service quality as breakthrough point in development if they want to win in the market.They have got to improve their service quality and then enhance their competitiveness in the market.In the internet financial industry,service quality runs through the whole web platform.Every little point on the platform can affect on customers' satisfaction.Beijing Tourong Youdao Co.Ltd is one of the internet financial companies with both innovation and sustainable growth in China.Its main internet financial operation platform is JRONE Bay,which went alive in 2013.Along with JRONE Bay's three-year operation,the company now possesses about one million customers and several tens of thousands daily pageview.However,the platform's final active users now are merely few tens of thousands.What are the reasons behind the company's loss of customers and the platform's high attrition rate? This paper is going to analyze JRONE Bay's website quality from five points,including the website contents,design,interaction and assessment,security,and personalization.Based on these analysis,this paper will also propose improvement actions.Based on academical background and market needs,this paper will first build a customer needs-oriented index system of P2 P internet financial service quality optimization,by using methods of historical references and online interviewing.Then this paper will apply Delphi method to optimize this P2 P website service quality index system,attempting to find out the improvement that needs to be made rapidly of P2 P internet financial websites' service quality in customers' point of view.Further more,taking this research as breakthrough point,this paper will input customers' needs and output the first-place service quality index under the QFD framework model.It will clarify the key point in service quality improvement and propose optimization actions based on the systematic analysis of JRONE Bay platform's service quality.Thus,this paper will sum up how to maximize customers' satisfaction and enhance the company's competitiveness.