Research On Service Quality Of Mobile Reading Platform Based On SERVQUAL Mode

In the 13th National People’s Congress in 2022,the nationwide reading was included in the government work report for the ninth time,and the report of the 20th National Congress also emphasized the need to deepen the nationwide reading.As one of the important nationwide reading methods,the development of the mobile reading industry deserves great attention.With the development of science and technology and the change of people’s life style,the traditional paper reading can no longer fully meet people’s reading needs.The emergence of mobile reading makes up for this vacancy,enabling people to read books or information anytime,anywhere,conveniently and quickly.Therefore,the mobile reading industry is booming.This paper mainly studies the service quality of mobile reading platforms,and takes the handheld reading platform as an example to investigate the expectations and actual perceptions of platform users using the SERVQUAL model.The survey results are analyzed and summarized,and finally the service quality of the platform is calculated.Firstly,this article summarizes the relevant research of domestic and foreign scholars in the field of mobile reading,understands the development status of mobile reading,and selects the SERVQUAL model as the basis to construct a questionnaire survey indicator system;Based on the five dimensions of the SERVQUAL model,combined with the characteristics of mobile reading platforms and previous research,six evaluation dimensions of service quality for mobile reading platforms were ultimately constructed,namely tangibility,resourcefulness,responsiveness,assurance,interactivity and empathy.Secondly,based on the indicator system,a questionnaire is designed to investigate users’ perceptions and expectations using Zhangyue as an example,and to calculate the service quality of the mobile reading platform.Finally,according to the calculation results,it can be seen that the service quality of the platform has not reached the expected level of users,so the service quality of the platform still needs to be improved.The platform should adopt methods such as beautifying the reading interface,enriching book resources,and optimizing customer service systems to improve its service quality.This article takes Zhangyue as an example to conduct a service quality survey,confirming the effectiveness and scientificity of the service quality evaluation index system for mobile reading platforms.This study has certain reference value for the improvement of service quality and development of mobile reading platforms in China.