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A multi‐attribute model of web site interactivity and customer satisfaction: An application of the Kano model

Miao Zhao (Roger Williams University, Bristol, Rhode Island, USA)
Ruby Roy Dholakia (College of Business Administration, University of Rhode Island, Kingston, Rhode Island, USA)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 15 May 2009

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Abstract

Purpose

The purpose of this paper is to address the following questions in the context of a transactional web site. How do web site attributes influence customer satisfaction? Will an increase in the performance of a specific attribute lead to increased satisfaction?

Design/methodology/approach

Since interactivity is considered a distinguishing characteristic of the new media and a web site is composed of multiple attributes, the paper empirically examines the interactivity‐satisfaction relationship at the individual attribute level using the Kano methodology. Changes in the interactivity‐satisfaction relationships over time and with user experience are also analyzed.

Findings

The paper identifies several relationships between interactive web site attributes and customer satisfaction. At this stage of web development, no attribute emerges as a “must‐be” attribute; one‐dimensional or linear attributes are common but not the only category of interactive attributes. In addition, mixed and attractive attributes were also found. Moreover, the paper confirms that Kano categories shift over time and with usage experience.

Practical implications

Different web site design strategies should be used depending on users' online experience and the various relationships between interactive web site attributes and customer satisfaction.

Originality/value

No previous research has yet examined interactivity at the attribute level. Web site designers and managers have to make decisions regarding each attribute. Adopting the Kano methodology, widely used in other areas of research, this paper examines the relationships between attribute‐level interactivity and customer satisfaction with a retail web site.

Keywords

Citation

Zhao, M. and Roy Dholakia, R. (2009), "A multi‐attribute model of web site interactivity and customer satisfaction: An application of the Kano model", Managing Service Quality: An International Journal, Vol. 19 No. 3, pp. 286-307. https://doi.org/10.1108/09604520910955311

Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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