Online Service Quality Measurement Utilizing Psychophysiological Responses
This study aims to measure the online service quality in real time utilizing psychophysiological responses of customer experience. Instead of using questionnaires, the psychophysiological responses can reflect the service quality in real time. In the experiment, we designed a searching task on the “Xiaomi” website. We measured the objective experience of the searching task including mental workload and emotional experience of customers by measuring their EEG and EDA, respectively. During the experiment, we used Think-A-Loud to obtain the subjective experience of customers. Eye tracker was used to determine the position of the special point they concerning about. The consistent analysis of the data of psychophysiological responses and the data of Think-A-Loud showed a high consistency. The result showed that the psychophysiological responses can be used to measure the user experience of using the service to reflect the service quality.
KeywordsOnline service quality Psychophysiological response Customer experience
This study is supported by the Natural Science Foundation of China (project number: 71471095) and the Ministry of Science and Technology of the People’s Republic of China (project number: 2017YFC0820200 and 2016IM010200).
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