Integrating the Kano Model into Designing Service Quality of Online-Shopping Web to Enhance Customer Satisfaction

The customer satisfaction is one of important factors for service performance of online shopping Web. The Kano model is used to better understand the relationship between performance criteria and customer satisfaction, and to resolve trade-off dilemma in multiple-criteria optimization by identifying the key criteria in customer satisfaction. This study presents an approach incorporating the Kano model to obtain the optimal combination of service quality elements for online shopping Webs. On the basis of the study of the service quality of e-commerce, this study identifies 23 factors of service quality which impact of customer satisfaction of online shopping, then Carries out a customer satisfaction survey on online shopping, 173 valid questionnaires recovered. Based on Kano model analysis, the service quality elements can be divided into three categories that are the basic factor quality, performance quality, and attractive quality.