發(fā)布時間：2018-03-14 22:12

  本文選題：位置服務　切入點：移動位置服務　出處：《南京大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著移動通訊網(wǎng)絡的升級、智能手機等終端便攜設備的普及、移動定位技術和地理信息系統(tǒng)的發(fā)展,利用移動終端或移動用戶的位置信息產(chǎn)生價值的LBS應用開始進入高速發(fā)展的大眾化、商業(yè)化時期,被視為移動互聯(lián)網(wǎng)時代最具潛力的未來增長點之一,許多調(diào)查和評估數(shù)據(jù)顯示LBS的現(xiàn)有的用戶和市場已經(jīng)初具規(guī)模。然而,由于國內(nèi)的LBS應用目前存在同質(zhì)化、盈利模式不清晰、用戶黏性較差、隱私保護擔憂等問題,總體來說,提供的服務質(zhì)量不高,還處于摸索導入期。因此服務提供商需要通過熱點產(chǎn)品和應用來積累用戶基礎,培養(yǎng)用戶習慣,提升用戶滿意度水平,而為用戶提供優(yōu)良的服務質(zhì)量是實現(xiàn)市場和競爭目標的基礎。服務提供商對于LBS應用的服務質(zhì)量要素的設計和確定必須要首先了解用戶的需求和感知,才能真正使用戶接受和滿意甚至驚喜,才能在競爭中占有一席之地。 本研究以LBS應用的服務質(zhì)量為研究對象,首先通過回顧總結(jié)國內(nèi)外的相關文獻,探討了LBS的概念特征等,綜述了服務質(zhì)量領域的研究成果,并結(jié)合對用戶、產(chǎn)品經(jīng)理的開放式問卷調(diào)查和深度訪談,通過前測問卷的數(shù)據(jù)分析設計確定了LBS應用服務質(zhì)量的量表；然后對LBS用戶展開隨機抽樣問卷調(diào)查并進行數(shù)據(jù)處理分析,達到兩個目的,一是運用QFD思想結(jié)合Kano分析和AHP分析進行LBS服務質(zhì)量要素的重要度排序；二是基于Kano模型的歸類和顧客滿意度系數(shù)的服務質(zhì)量要素識別；最后基于分析結(jié)果,對目前LBS應用開發(fā)和市場定位提出一些針對性建議,使服務提供商在資源有限的情況下進行更有效率地保證良好的服務質(zhì)量并提升用戶滿意度。 本文的主要貢獻包括以下四個方面： (1)基于用戶感知視角。LBS以往的理論研究多集中于服務提供方視角的技術解決方案層面以及商業(yè)模式的探索層面。本研究是從實際的用戶感知和消費者需求出發(fā)具有一定創(chuàng)新性,并通過二維質(zhì)量觀點和Kano模型幫助服務提供商更有效率地從用戶感知角度設計LBS應用。 (2)LBS應用的服務質(zhì)量維度和測量項目的量表的構(gòu)建。本文在文獻綜述和對典型LBS應用的總結(jié)分析基礎上,將Web2.0時代的大眾化移動LBS應用進行了歸納分類,并對服務質(zhì)量要素進行整理和概念化,在SERVQUAL量表基礎上建立了針對LBS應用特點的服務質(zhì)量模型及測評量表,有助于更清晰、更系統(tǒng)地了解現(xiàn)有LBS的服務特點。正式的LBS應用的服務質(zhì)量維度和測量項目的量表經(jīng)過檢驗證實具有一定的信度和效度,為相關研究如LBS應用的服務質(zhì)量的測評等方面提供基礎。一定程度上拓展了服務質(zhì)量管理理論的研究范圍,因為目前服務質(zhì)量領域里,關于電子服務特別是具體到移動位置服務的質(zhì)量維度研究還很少。 (3)用戶感知的LBS應用服務質(zhì)量重要度的確定。應用了QFD思想和Kano模型盡可能地客觀實際地反映出用戶對LBS應用的服務質(zhì)量的重要度感知程度,并使用了多種數(shù)據(jù)處理和分析方法,獲取了評估重要度的指標和數(shù)據(jù)。同時在基于Kano模型的重要度權重調(diào)整過程中,沒有直接對每項劃分為某種質(zhì)量的要素進行直接賦值,而是運用權重計算公式充分考慮每個答題者的意見,避免了信息遺漏過于嚴重。 (4)基于Kano歸類及顧客滿意系數(shù)的重點服務質(zhì)量要素確定。Kano模型的使用,不僅在調(diào)整重要度權重方面發(fā)揮了作用,并更加系統(tǒng)、實際地展現(xiàn)顧客的潛在期望、感知和滿意度。Kano模型基于用戶感知劃分的質(zhì)量要素類別比純粹的顧客物理屬性更具有分類價值,為服務提供商的細分市場劃分和針對性和差異化服務提供了一定的量化判斷。同時Kano理論中的顧客滿意效益系數(shù)觀念可以一定程度上協(xié)助企業(yè)解決在資源有限的條件下,挖掘重點發(fā)展的高效益、高附加值的亮點服務質(zhì)量要素,以及服務質(zhì)量的多屬性導致的決策困難問題。
[Abstract]:With the upgrade of mobile communication network, the popularity of intelligent terminals such as mobile phone portable devices, the development of mobile positioning technology and geographic information system, LBS application value using location information of the mobile terminal or mobile users began to enter the high-speed development of popularization, commercialization, is regarded as one of the most promising Mobile Internet era future growth, many surveys and evaluation data show that existing users and the market LBS has begun to take shape. However, because of domestic LBS applications are homogeneous, the profit model is not clear, user stickiness is relatively poor, privacy concerns and other issues, the overall service quality is not high, is still in the exploratory period therefore. Service providers need to through the hot products and applications to attract users, develop habits of users, enhance customer satisfaction, and provide service quality for users Quantity is the basis for achieving market and competitive goals. Service providers must first understand users' needs and perceptions for the design and determination of service quality elements of LBS applications, so that users can accept, satisfy or even surprise, so that they can take a place in the competition.
The study on the application of LBS quality of service as the research object, firstly by reviewing and summarizing the related literature at home and abroad. The concept and characteristics of LBS, summarizes the research results in the field of service quality, and the combination of user, product manager, open questionnaire survey and in-depth interviews, through the questionnaire data analysis to determine the design the application of LBS service quality scale; then the random sampling survey of LBS users and data processing and analysis, to achieve two goals, one is the use of QFD combined with Kano analysis and AHP sequence analysis on the degree of the LBS service quality factors; two is the service quality factors of Kano model identification and classification of customer satisfaction index based on the last; based on the analysis results, the current LBS application development and market positioning and puts forward some suggestions, so that the service provider in the case of limited resources More efficient to ensure good quality of service and improve user satisfaction.
The main contributions of this article include the following four aspects:
(1) the previous theoretical studies from the perspective of user perception of.LBS focused on the service provider from the perspective of technology solutions and business model exploration level. This study is based on the level from the actual user perception and consumer needs to have certain innovation, and through the two-dimensional view of quality and Kano model can help service providers more efficiently from the user perception point of the design of LBS application.
(2) the construction scale of service quality dimensions and measurement of LBS applications in the analysis of the literature review and summary of the typical LBS application on the basis of the application of the popular mobile LBS Web2.0 era were summarized, and the collation and conceptualization of the service quality factors, established in the scale of SERVQUAL based on the characteristics of LBS application service quality model and evaluation scale, contribute to a more clear, more systematic understanding of the characteristics of the existing LBS services. Service quality dimensions and measurement items of formal application of the LBS scale after inspection confirmed has certain reliability and validity, for the related research such as the application of LBS service the quality assessment provides the basis. To some extent, expand the scope of service quality management theory, because the quality of service in the field of electronic services, especially specific to the quality of mobile location services There are few dimensional studies.
(3) the user perceived quality of service LBS application to determine the priority of application. The QFD theory and Kano model as much as possible to objectively reflect the importance degree of perception to users of the LBS application quality of service, and use a variety of data processing and analysis methods for the evaluation of important indicators and data. At the same time in the weights adjustment process based on Kano model, not directly on the elements of each divided into a quality direct assignment, but the use of weight calculation formula for each respondent views are fully considered, to avoid missing information is too serious.
(4) the key elements of Kano service quality and customer satisfaction classification coefficient is determined using the.Kano model based on not only play a role in adjusting the weights, and more practical system, to show the potential customer expectations, perception and satisfaction of user perceived quality factor.Kano model based on the classifications than customer physical attributes more valuable, for the service provider market segments for service division and diversity and provides a quantitative judgment. At the same time the concept of customer satisfaction and benefit coefficient in Kano theory can to some extent help enterprises solve under the conditions of limited resources, focus on the development of high efficiency mining, highlights the key factors of service quality with high added value the quality of service, and multiple attribute decision-making difficulties caused by the problem.

【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626

【參考文獻】

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本文編號：1613153