Applying the Kano Model and Quality Function Deployment to Evaluate the Service Quality of Instant Messaging in Online Customer Service

• Main Authors: Po-Lin Huang, 黃柏霖
• Other Authors: Chu-Ching Wang
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/p3a2p9

碩士 === 淡江大學 === 企業管理學系碩士班 === 106 === This study focus on the Kano two-dimensional model and quality function deployment (QFD) to investigate the quality of online instant messaging in online customer service. Firstly, by using questionnaire survey to collect the information of instant messaging, and then classify the various elements of service quality through Kano’s model to understand the degree of importance and the satisfaction of customers. Moreover, this study issued a total of 250 questionnaires and the valid questionnaires were 229. After analyzing the results of the survey, the outcome point out that priority of service quality of instant messaging in online customer service approved by customers include 3 "Attractive quality", 25 " One-dimensional quality", and 4 "Must-be quality". Secondly, putting the classified attributes into QFD for further analysis in order to know the orders of instant messaging in online service quality. So that firms can improve service design and satisfaction of customers at the same time The aim for applying the Kano’s model and QFD is because the Kano model can clearly describe the customer needs for instant messaging in online customer service to fill the deficiency in quality function deployment. First, through two-dimensional model to classify the attributes of service, and then combining with elements distribution to screen the qualified quality attributes of each service. Based on the satisfaction increment index which is taken as the priority to conduct the weight assignment, then the service quality satisfaction surveyed by questionnaire and the classified importance are put into QFD to execute operation. Finally, this study rank the quantitative value of the quality. It includes two major parts: "customer needs" and "technology of engineering", which respectively represent the rank of customers'' demand for online customer service of instant messaging, and companies can adapt these final sorting to improve the quality of instant messaging in online customer service.