使用SERVQUAL模型对微商服务质量的评价研究

Research on Evaluation of Wechat Business Service Quality Using SERVQUAL Model

使用SERVQUAL模型对微商服务质量进行了评价研究.确定了初始量表并请专家利用李克特五级量表法打分,对专家打分结果进行了统计,去掉了变异系数较高的一些指标,从而得到了微商服务质量评价的最终量表.然后采用两种方法分析数据:一是借助于问卷星将调查表在网络平台上发放,并利用SPSS 19.0对回收数据进行了可信度分析和因子分析,最终得到了微商服务质量总得分为64.26分;二是构建感知-期望矩阵对影响微商服务质量的因素进行了归纳分析,总结微商服务中存在的优点和需要解决的问题.

The SERVQUAL model was used lo evaluate the Wcchat Service business quality.First,the initial scale was designed,and the experts were invited to rate according to Li Kete five scale meter method,but the higher variation coefficient was sloughed,in order to build the evaluation of WeChat business Service quality scale.And then,data was analyzed by two methods:one method is making questionnaire with the help of questionnaire-star and putting out on the network plat,then a-nalysis data by using SPSS19.0,through reliability analysis and factor analysis9the result of SQ final score is64.26;the sec-ond method is constructing perceptual expectation matrix,summarizing the advantages and problems that need to be solved in Weehat Service business.