基于KANO模型的网络零售商服务质量评价

以KANO模型为基础,建立网络零售商服务质量评价体系,通过定量分析不同层次的顾客需求,找出顾客和网络零售商的接触点,识别使顾客满意的至关重要的因素,如必须质量、期望质量、魅力质量,提升网络零售商的服务质量和经营业绩。网络零售商只有保持必须质量,提升期望质量,增加魅力质量,才会在激烈的竞争不断的发展和壮大。

Service Quality Evaluation of Online Retailers Based on KANO Model

A system for evaluating online retailer service quality is set up based on KANO model and customer demands at various levels are analyzed by quantitative analysis so as to find out the contact point between customers and online retailers and identify the vital factors making customers content, such as must-be quality, expected quality and attractive quality for promoting the service quality and business performance of online retailers. Only by keeping the must-be quality, promoting the expected quality and increasing the attractive quality could online retailers develop and grow stronger in fierce competition.