摘要
用户是微信公众号运营的服务对象,其使用后的满意程度对于微信公众号优化自身运营具有重要意义。通过构建微信公众号运营满意度项目测评指标,运用重要性—绩效性分析法(IPA)对用户感知重要性和满意程度进行对比评价分析。结果显示,用户对微信公众号的界面浏览、界面布局、提供个性化产品和服务、信息真实性、全面性、多样性以及符合用户需求方面的期望和满意度均较高;对于响应速度、搜索有效性和客服态度方面虽具有较高的期望,但是使用后的满意程度较低,说明这些指标表现不佳,需要改进。通过实证分析,为微信公众号的可持续运营发展提供定量依据。
Users are the service object of WeChat official accounts, and their satisfaction has great significance in optimizing the operation of WeChat official accounts. A comparative evaluation of the importance and satisfaction of users is analyzed through establishing a satisfaction evaluation index of the WeChat official accounts ’ operation and using the “ importance - performance analysis” tool （IPA）. The results show that the users have good expectations and satisfaction with interface browsing and layout, providing personalized products and services, information authenticity, comprehensiveness and diversity, and meeting users ’ needs of the WeChat official accounts. Although they also have good expectations with response speed, search effectiveness and the attitude of customer service, their satisfaction after use is relatively low. It indicates that these indicators have poor performance and need improving. This paper provides a quantitative basis for a sustainable development of WeChat official accounts through an empirical analysis.
作者
聂昌腾
谢桂花
NIE Changteng;XIE Guihua(Department of International Economy and Trade,Fujian Business University,Fuzhou 350012,China;Department of Business Administration,Fujian Business University,Fuzhou 350012,China)
出处
《福建商学院学报》
2018年第3期74-81,共8页
Journal of Fujian Business University
基金
福建省社会科学规划项目"福建省创业环境对新生代农民工创业意愿影响研究"(FJ2016B083)
福建省中青年教师教育科研项目"基于原产地效应的福建农产品网络销售路径优化研究"(JAS170989)
福建商学院校级课题项目"基于区域品牌视角的‘互联网+’背景下福建农产品销售路径探讨"(kt201601)
关键词
微信公众号
运营
IPA分析
WeChat official accounts
operation
IPA analysis
