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从顾客的感知角度出发,拟采用失效模式与效应分析(FMEA)方法进行网购服务失误的预防。将容忍区域的概念引入到FMEA中,通过将服务质量感知差距模型与FMEA结合,建立网购服务失误预防模型。同时,对传统的风险优先数进行了改进,提出了适用于网购服务环境下的改进指数型风险优先数。改进后的风险优先数考虑了容忍区域,可以更加精确地描述潜在的服务失效模式,迅速辨别失效模式所处的区域。实证研究结果进一步表明了提出的网购服务失误预防模型的有效性。
From the perspective of the customer’s perception, it is proposed to use the failure mode and effect analysis (FMEA) method to prevent online shopping service failure. Introduce the concept of tolerant area into FMEA and establish a service failure prevention model for online shopping by combining the service quality perception gap model with FMEA. At the same time, the traditional risk priority number is improved, and the priority number of improved exponential risk for online shopping service environment is proposed. The improved risk priority considers the tolerable area, describes the potential service failure mode more accurately and quickly identifies the area in which the failure mode is located. The empirical results further demonstrate the validity of the proposed online service failure prevention model.