The application of Kano model in service quality evaluation of B2C e-commerce sites

Using Kano model to analyze the service quality of B2C e-commerce sites, this paper aims to explore the classification of service quality attributes and further to analyze the influence of each service quality attributes on customer satisfaction. Research results show that the service quality attributes of current B2C e-commerce sites can be divided into three categories, which are must-be quality, one-dimension quality and indifferent quality; the results also analyzes the degrees to which each service quality attribute affects customer satisfaction to provide a reference for B2C e-commerce sites to improve their service quality.