Paper Title
Combining QFD, Ipaand Topsis to Optimize the Service System of the Convenience Store Based on Customer Experience

Abstract
This paper combines the methods of Quality Function Deployment (QFD), Importance-Performance Analysis (IPA), and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to systematically optimize the service system of the convenience store by satisfying the overall customer experience values. The project adopted two-way surveys of customer questionnaire and expert questionnaire. On one hand, the consumers of convenience store were investigated their perceptions of importance and performance on each of the seven dimensions of customer experience value, a total of 27 requirement items. This data was used for IPA analysis; and based on this, the increasing importance multiplier of each customer experience dimension was competed for further QFD deployment. On the other hand, the expert questionnaire was used to facilitate the construction of central relationship matrix. Based on the results of the above two-way surveys, the research furtherly combined the QFD and the TOPSIS compromise ranking method. to compute the resource prioritization for each of the seven service system characteristics for the convenience store. Results shows that the top five important customer experience dimensions are utilitarian, privacy, technology acceptance, traceability and compatibility. The IPA analysis results found that technology acceptance, privacy and traceability fall in quadrant I, the niche dimensions. In the future, resources will continue to be invested to strengthen the advantages of these three aspects; the excellence type falls in quadrant II, indicating excessive resources was invested in this dimension, so the convenience stores can consider appropriately adjusting this part of the resources to the dimensions that need immediate improvement; Perception and compatibility fall in quadrant III, so they can be listed as secondary improvement targets when resources are limited; and More importantly, the utilitarian type falls in quadrant IV, which means that convenience stores should immediately improve the performance of this dimension through digital transformation. Finally, the further calculation results by combining the QFD and the TOPSIS show that the resource optimization priorities of the service system are: "service elements", "information", "predictability", "store facilities", and "system platform"; therefore, it is recommended that convenience stores can optimize and improve the service system based on the order of this analysis result, which will effectively increase the overall customer satisfaction and promote the optimization, improvement and efficiency of convenience store operations. Keywords - Customer Experience; Service System Characteristics; Quality Function Deployment (QFD); Importance-Performance Analysis (IPA); Technique for Order Preference by Similarity to Ideal Solution (TOPSIS).