Title: Application of Kano's model and TRIZ on internet marketing for agricultural products in Taiwan

Authors: Jia-Yen Huang; Po-Chien Tsai

Addresses: Department of Information Management, National Chin-Yi University of Technology, 35 Lane 215 Chung-Shan Rd. Sec. 1, Taiping City, Taichung County 411, Taiwan ' Department of Marketing and Logistics Management, Ling-Tung University, 1 Ling Tung Road, Nantun, Taichung 408, Taiwan

Abstract: Based on a case study of the internet marketing of agricultural products in Taiwan, this paper attempts to improve the effectiveness of internet marketing through analysis using a combined application of Kano's model and TRIZ. To understand the perspective of consumers, this study first adopts Kano's model to identify quality attributes that can be improved to increase customer satisfaction and reduce dissatisfaction. Then, TOPSIS analysis method is adopted to resolve any inconsistencies that arise between the orders of indicators derived from Kano's model. The study also takes into consideration the possible contradictions in the design of a website arising from either improving the indicators for increasing customer satisfaction or decreasing customer dissatisfaction. TRIZ is therefore adopted to systematically analyse such contradictions and propose feasible solutions to resolve them, and providing results and recommendations that business managers can use as a reference for running their online shops in the future.

Keywords: internet marketing; agricultural products; Kano's model; TOPSIS; TRIZ; agriculture; Taiwan; case study; quality attributes; customer satisfaction; website design; online shopping.

DOI: 10.1504/IJBPM.2017.083069

International Journal of Business Performance Management, 2017 Vol.18 No.2, pp.125 - 157

Accepted: 25 Jan 2016
Published online: 20 Mar 2017 *

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