Abstract
The prevalence of e-commerce requires further discussion of the service quality of online shopping. Because of the linguistic fuzziness, a fuzzy theory based SERQUAL fits the market research better. At the same time, in order to understand and transform the external customer expectation into engineering characteristics that need improvement, Kano-QFD model is widely used in different industries. The paper takes ETmall for example, integrates the two methods and service blueprint, and gets the Kano attribute and importance of online shopping's service quality, and finally gives the exact strategy of engineering characteristics improvement. The prioritizing service quaity for online shops is ”continuous information acquisition (after ordering)”. While estabilishing a better ”e-commerce system” is the most urgently needed. The results shall help improve the service quality and increase the customer satisfaction for new comers of online shopping industry.
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