Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92444
標題: Increasing Customer Satisfaction with Mobile Shopping User Interface using Quality Function Development
利用品質機能展開改善行動購物介面以提升顧客滿意度
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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摘要: 
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.

隨著科技的變化,現今的零售商開始致力於透過移動裝置(如智慧型手機、平板電腦等裝置)與顧客之間建立良好的關係。移動裝置使零售商跟終端用戶之間連結更加緊密,提供低成本、即時且高品質的服務給予顧客。然而,行動裝置之使用者介面友善較低,例如螢幕尺寸、鍵盤過小等問題而阻礙了行動商務的發展,而導致大部分的用戶透過行動裝置購物的習慣降低。
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。
此研究結果可以找出使用者之行動介面設計元素加以提升客戶滿意度,並讓開發者了解個設計之元素的重要性,縮減顧客與開發者想法之間的差距,零售商應依此優先順序開發介面設計加以改善服務品質,將行動介面滿意度加以提升。
URI: http://hdl.handle.net/11455/92444
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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