QFD-VBSD 모델을 적용한 전자상거래 플랫폼의 서비스 품질 제고에 관한 연구 (A Study on the Service Quality Improvement of e-Commerce Platform Applying the QFD-VBSD Model)

서지정보

· 발행기관 : 한국무역상무학회
· 수록지 정보 : 무역상무연구 / 93권 / 73 ~ 99페이지
· 저자명 : 송선옥

초록

본 연구는 QFD-VBSD 모델을 적용하여 전자상거래 플랫폼 서비스 이용자의 관점에서 요구되는 서비스 품질속성과 제공자의 관점에서 요구되는 기술적 품질속성을 파악하고 이를 연계시켜 구조화한 후, 실증분석을 통해 제한된 자원 하에서 더 집중해야 할 서비스 품질속성을 가치전략영역별로 규명함은 물론 서비스 품질 제고를 위한 개선방향을 제안하였다. 주요 연구내용을 살펴보면 첫째, 선행연구의 고찰을 통해 전자상거래 플랫폼 서비스 이용자의 관점에서 핵심품질요소를 도출하고, 설문조사를 통해 Kano모델의 5가지 품질요소로 분류하였다. 둘째, 플랫폼 서비스 제공자와의 인터뷰를 통해 핵심기술요소(KTF)를 도출하고, 설문조사를 통해 핵심기술요소(KTF)와 핵심품질요소(KQF)간의 상관성을 분석하였다. 셋째, QFD-VBSD 모델을 통해 가치전략영역을 구분하고 서비스 품질 제고를 위한 개선방향을 제안하였다.

영어초록

This study understood the service quality attributes required in the perspective of service users(customers) and the technical quality attributes required in the practical perspective of service providers of e-Commerce Platform Service by utilizing the QFD-VBSD Model, examined the service quality attributes that should be concentrated more under limited resources in each value strategy area through the structured empirical analysis by connecting them, and suggested the improvement direction for the improvement of service quality.
Through the consideration of preceding researches, this study used total 23 items of Key Quality Factor(KQF) required in the perspective of service users of e-Commerce Platform, 16 items of Key Technology Factor(KTF) in each purchase process secured through interviews with platform service providers, and the Matrix evaluation table based on the correlation between KQF and KTF for a survey.
The main contents of this study could be summarized as follows.
First, in the results of classifying the service quality of e-Commerce Platform by using the Kano Model, it was classified into two must-be quality attributes, two attractive quality attributes, and 19 one-dimensional quality attributes.
Second, the Customer Quality Index(CQI) was calculated by weighting each quality attribute of the Kano Model based on the importance of Key Quality Factor(KQF) perceived by platform service users. The Provider Technology Index(PTI) was calculated by using the ratio of each detailed item in the 16 whole items of Key Technology Factor(KTF) that was importantly evaluated by platform service providers.
Third, after calculating the Customer Value Index(CVI) and Provider Value Index(PVI) by using the Quality Function Deployment(QFD) Index and the Matrix evaluation table based on the correlation between KQF and KTF secured through interviews and survey with platform service providers, and then arranging the values of CVI and PVI in the order of size, the value strategy area was classified into four areas based on the reference value 1.0 of each.
Fourth, by suggesting the measures for improving or differentiating four value strategy areas drawn based on the QFD-VBSD Model, this study made it possible to increase the efficiency of resource use for the improvement of platform service quality.
This study is significant in the aspect of suggesting the improvement direction of each area by calculating the strategic improvement priority of service quality of e-Commerce Platform by applying the QFD-VBSD Model, and then drawing the value strategy areas that the efforts should be concentrated on for the improvement of quality.
However, due to the lack of preceding researches related to the technology factor measurement items of platform service providers, this study depended on subjective data secured through interviews with platform service providers, which is a limitation of this study. The further researches would need to make efforts to use more elaborately-designed research method for verifying the universal validity of the suggested technology factor.

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