企业网站服务质量的探索性研究——基于交易过程的视角

An Exploratory Study on the Service Quality of Enterprise Websites——Based on the Transactional Perspective

文章在对NetOffer模型和文献分析的基础上,对开放型、半结构型和焦点团体访谈内容进行了内容分析,将企业网站服务质量分为交易前、交易中和交易后服务质量,并初步识别出企业网站的功能设计是交易前重要的服务维度:企业网站的功能/设计维度是交易前的重要维度,安全可靠和享受是交易中重要的服务维度,售后服务是交易后重要的服务维度。最后,文章依据内容分析的结果建立了基于交易过程的企业网站服务框架,为企业网站服务质量管理提供了理论和实践指导基础。

The paper analyzes the interview of open,semi-structured and focus-groups based on the analysis of the NetOffer model and a literature review.By dividing the service quality of the enterprise website into before-sale,in-sale and after-sale stages,the paper identified the fundamental dimensions of the three stages： Functional/Design,Safety/Enjoyment and after-sale service respectively.Finally,the paper built an enterprise website service model according to the content analysis,and proposed theoretical and practical guidance for the quality management of the enterprise website.