An empirical study of applying Kano model and TRIZ business evolution trends to improve E-commerce service quality

Abstract

The nature of the E-commerce is different from traditional transaction channels, it is necessary to define elements of the on-line service quality to facilitate the providers to develop appropriate strategy and meet the customers' requirements. This study integrates the TRIZ theory of business evolution trend and Kano two-dimensional quality model to assist in the assessment and the development of improving E-commerce service quality strategy. The experts are invited to evaluate the relevance and determine the evolution extent of related trends according to the elements of E-commerce service quality and TRIZ business evolution trend; after that, the result and extent of evolution trends are ranged into various quality characteristics of Kano model. The result of a radar plot helps to identify the opportunities for improve the E-commerce service quality. The study adopts an on-line bookstore to conduct the empirical analysis and deduces the recommendations for improving the E-commerce service quality of the on-line bookstore in future.