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標題: Increasing Customer Satisfaction with Mobile Shopping User Interface using Quality Function Development
作者: 劉芷吟
Chih-Yin Liu
關鍵字: 客戶滿意度;行動商務;行動裝置;使用者介面;質量功能展開;行動商務;設計元素;Customers Satisfaction;Mobile commerce;Mobile device;Mobile-friendly;User Interface;Quality Function Deployment;Mobile Shopping;Design
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Retailers are trying hard to develop good relationships with their customers through mobile devices (e.g., smart phone, Tablet computer, etc.). Utilizing mobile devices is a low-cost and real-time way to provide high-quality service/product for customers, which is a direct medium between retailers and end customers. However, unfriendly user interface (UI), such as small-size screen, low-resolution display, and tiny keypads, etc. hinders the development of mobile commerce. This leads to most customers are still not quite comfortable with mobile shopping (m-shopping).
Most prior literatures and researches focus on how to improve customer satisfaction through UI on 'website', but only few on 'mobile'. This paper addresses this issue by using Quality Function Deployment (QFD) to understand customers' expectations and improve their satisfaction. QFD is an effective tool to develop customers' needs and discover visual design quality elements from customers' perspectives. It also combines 'the voice of the customer (VOC)' into the process of the mobile UI design. VOC and all design elements were collected from questionnaires and experts interviews.
The result of this study may find out what design quality elements of UI on mobile can improve customer satisfaction when they use m-shopping. Moreover, those elements will help designers know which important elements they should be noted first. This empirically efficient instrument will be useful for designers to develop the UI on mobile and for retailers to build better relationship with customers.

而現有的文獻與研究主要以提升「網頁」介面的顧客滿意度居多,故本研究使用質量功能展開(Quality Function Deployment, QFD)了解客戶期望以及需求,探討如何提升行動裝置之使用者滿意度。QFD是一種有效的工具來了解顧客需求,並轉換成行動介面之設計的規格方法。此研究透過傾聽顧客聲音(Voice of Customer, VOC)來收集顧客需求和專家訪談,並以行動裝置用戶為主為問卷調查對象,有效整合顧客需求與行動裝置之介面設計。
其他識別: U0005-1506201517041500
Rights: 同意授權瀏覽/列印電子全文服務,2015-07-08起公開。
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