Using Quality Function Deployment and Analytic Hierarchy Process to Study The Service Quality of Online Shopping.

• Main Authors: Shiou-hua Lai, 賴秀樺
• Other Authors: Shey-huei Sheu
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/00848791579851194321

碩士 === 國立臺灣科技大學 === 工業管理系 === 97 === Due to the advancement of internet technology in recent years which pushes forward the vigorous development of electric commerce, internet shopping has become the major trend in the consumption markets. Through the internet, the business-to-business trade and business-to-consumer trade become more convenient; it not only helps to reduce the cost but also provides multidimensional methods of trade. For consumers, they can enjoy the convenience shopping at home. Nowadays, shopping websites have mushroomed on the internet; various types of shopping websites keep striving to improve their service quality and expect to be favored by internet users in order to make a fortune. This study aimed to probe into how important and how satisfied the internet consumers will perceive the service quality, based on the internet shopping service quality scale which comprised 9 dimensions with 27 elements in the questionnaire and was developed by the qualitative research method. It examined whether the service quality gap existed by t-Test and further utilized Quality Function Deployment (QFD) combining the concept of Analytic Hierarchy Process (AHP) to construct the QFD matrix regarding the service quality demand and service quality elements of internet shopping, and proceeded with the examination. This study eventually ranked the best five quality elements for internet shopping websites as “Providing the service of data search”, “Individual privacy protection”, “Security mechanism of online trade”, “Space for internet users to share experiences” and “Individualized information”. It provided feasible schemes to enhance the environment of internet shopping in order to improve the service quality.