APPLICATION OF QUALITY FUNCTION DEPLOYMENT TO IMPROVE THE QUALITY OF INTERNET SHOPPING WEBSITE INTERFACE DESIGN

The popularization and rapid development of the Internet has fostered the growth of online shopping leading it to become an important new channel for consumers to make purchases. However, the Internet users' rate of satisfaction has declined since online shopping has become an important consumer option. In order to improve customer satisfaction and to enhance the shopping experience, it is very important, first of all, to understand the customer quality needs particular to the Internet shopping website, then to meet these needs through suitable website interface design. A B2C shopping website is used as an example in this study. Quality function deployment (QFD) is utilized to attain an understanding of customer quality needs, quality elements, and the relationship between them. Suggestions for improving the quality of website design are proposed based on the case study and the major performance indices discussed. Conclusions can be used as reference for online shopping website operators wishing to enhance the competitiveness of their websites in the highly competitive online shopping market.