| Summary: | 碩士 === 輔仁大學 === 企業管理學系管理學碩士班 === 99 === Owing to the growing number of Chinese internet users and the gradual maturation of network techniques, the CNNIC provided the “China network shopping marketing research report in 2009”, and the data shows that network shopping marketing in China contains considerable development space and is full of potential commercial opportunities, and thus numerous network shopping owners plan to develop the China market during 2010. Because most countries regard China as a crucial market with enormous potential, network shopping owners with strong competitiveness, including in terms of information integration, product diversification, marketing approaches, cash flow, and material flow, plan to extend their network shopping business to the Chinese market, and thus must understand customer requirements in relation to network shopping in China.
In terms of customer expectations regarding network shopping services in China, this study found the precise network shopping platform service quality that customers demand in China using the Kano Model. According to the analytical results obtained using the Kano Model, this study understands the importance of applying quality function deployment to accompany the response strategies, and quality function deployment (QFD) can be a standard model for network shopping owners or others who decide to operate network shopping platforms in China.
The research comprises two stages. Zeithaml, Parasuraman & Malhotra(2000) offered online service quality and e-SERVQUAL as basic data for editing the service quality questionnaire and classified network service quality using the Kano Model and also calculated quality satisfaction. This study takes the analytical results as a basis for applying the second stage of quality function deployment to customer requirements and priorities. During the second stage, this study transforms customer demands obtained from the Kano Model into technical and managerial requirements via Quality Function Deployment. This approach enables entrepreneurs to establish a network shopping platform that meets client needs and satisfies their requests.
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