Retailers are trying hard to develop good relationships with their customers through mobile devices (e.g., smart phone, Tablet computer, etc.). Utilizing mobile devices is a low-cost and real-time way to provide high-quality service/ product for customers,which is a direct medium between retailers and end customers. However, unfriendly user interface (UI), such as small-size screen, low-resolution display , and tiny keypads, etc. hinders the development of mobile shopping. This leads to most customers are still not quite comfortable with mobile shopping (m-shopping). Most prior literatures and researches focus on how to improve customer satisfaction through UI on “website”, but only few on “mobile”.This paper addresses this issue by using Quality Function Deployment (QFD) to understand customers’ expectations and improve their satisfaction. QFD is an effective tool to develop customers’ needs and discover visual design quality elements from customers’ perspectives. It also combines “the voice of the customer (VOC)” into the process of the mobile UI design. VOC and all design elements were collected from questionnaires and experts interviews. The result of this study may find out what design quality elements of UI on mobile can improve customer satisfaction when they use m-shopping. Moreover, those elements will help designers know which important elements they should be noted first. This empirically efficient instrument will be useful for designers to develop the UI on mobile and for retailers to build better relationship with customers.
Chih-Yin Liu, National Chung Hsing University, Taiwan
Jung‐Yu Lai, National Chung Hsing University, Taiwan
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