Abstract:

Now it is something normal to shop online. People can do it from any place, at any time they want. They can check opinions of other customers or competitive e-shops and their products. There is a lot of competition on the e-commerce market. New e-shops appear practically every day. To gain customers and be competitive on the market, a new e-shop must design its services in proper way. One of the tools that can be used in this case is the Kano model. This method helps to classify attributes into groups, e.g. indicate the features that must be considered to convince a customer to buy in a given e-shop or those which can affect his satisfaction. The purpose of the paper was to use the Kano model to classify the e-bookstore's features, in particular the website's features and the sales process through this website. The research part of the paper presents a practical example of using Kano models - case study of the e-bookstore.