E-RETAILER (KANO MODEL)

Submitted to-Prof. T S JOSHI

CRM Report

Changing scenario of service attributes offered by E-retailers

Ishan Datta

Roll no. 111322

MBA-FT

2011-2013

Institute of Management, Nirma University

ContentsEXECUTIVE SUMMARY...................................................................................................................3

Chapter 1: INTRODUCTION...............................................................................................................4

Chapter 2: LITERATURE REVIEW.....................................................................................................5

Online retail in India-.........................................................................................................................5

Drivers Affecting Development of Positive Attitudes of Customers in Online Shopping..................6

The Kano Model..............................................................................................................................10

Chapter 3: OBJECTIVES, RESEARCH QUESTONS & HYPOTHESES..........................................14

Research Methodology:...................................................................................................................14

Chapter 4: CONCLUSION & FINDINGS..........................................................................................16

CONCLUSION AND SUGGESTIONS..........................................................................................37

BIBLIOGRAPHY...............................................................................................................................38

ANNEXURE.......................................................................................................................................39

LIST OF TABLES AND FIGURES

2


Figure 1..................................................................................................................................................9

Figure 2- Kano model of customer satisfaction....................................................................................10

Figure 3- Kano Questionnaire..............................................................................................................11

Figure 4................................................................................................................................................21

Figure 5................................................................................................................................................22

Figure 6................................................................................................................................................22

Figure 7................................................................................................................................................23

Figure 8................................................................................................................................................23

Figure 9................................................................................................................................................24

Figure 10..............................................................................................................................................25

Figure 11..............................................................................................................................................25

Figure 12..............................................................................................................................................26

Figure 13..............................................................................................................................................26

Figure 14..............................................................................................................................................27

Figure 15..............................................................................................................................................28

Figure 16..............................................................................................................................................28

Figure 17..............................................................................................................................................29

Figure 18..............................................................................................................................................29

Figure 19..............................................................................................................................................30

Figure 20..............................................................................................................................................31

Figure 21..............................................................................................................................................34

3


EXECUTIVE SUMMARY

From the various literature reviews searched, few very appropriate ones came with variables

which affect consumer behavior during online shopping experience. What was left was the

weighted index for all these variables. The service marketing attributes can be classified in

core and supplementary products.

This research paper categorizes them according to a model, to put them in respective scale.

The scale is based on the satisfaction index of the respondents and the satisfaction index is

calculated through KANO MODEL. The KANO MODEL categorizes the variables into

attractive features, must-be’s, linear etc. These features are calculated through a matrix which

is formed with a help of special questionnaire format used in KANO MODEL.

The results tell the satisfaction index of all the variables taken from literature reviews. The

satisfaction index will help in forming the overall strategy for various e-retailers. A graph

tells how important a variable is to keep it or not, according to the present scenario of that e-

retailer. A start-up e-retailer won’t be able to focus on every aspect hence for him, must-be

variables are really important without which satisfaction will take a huge hit.

A well-established e-retailer should focus on all the attractive features so as to maximize the

satisfaction of the respondents.

Also what features won’t matter much can be seen through dissatisfaction index and those

can be easily avoided without much affecting satisfaction of the customers.

4


Chapter 1: INTRODUCTION

The retail infrastructure has witnessed a transformation across the world with the rapid

growth of e-commerce, especially in the past two decades. India, swiftly emerging as an

important economic country, with its economy growing at more than 9% annually and online

retail services rising rapidly in recent years, is imperative to understand the factors that

influence Indian consumers regarding their use of the internet for retail buying. According to

Internet And Mobile Association of India (IAMAI) and Indian Market Research Bureau

(IMRB), the size of e-commerce industry will touch the figure of Rs. 9,210 crore by the end

of 2008. Culture plays a role in forming the attitudes of consumers towards online buying.

Therefore, cultural conventions and regulations must be studied to tap the target consumers of

a country. India has a collectivist and high context culture with ever increasing internet users,

recorded to be 21 million in March 2006 (Cube, March,2006).

The internet represents a huge marketing opportunity, as the use of technology as a means of

conducting businesses continues to rise. The number of people accessing the internet and

entering into commercial transactions has been on the rise, and online shopping has been a

growing phenomenon all over the world. Such transactions have been witnessed for both

organizational as well as personal buying and the trend will continue to rise through online

retailing. (Y, 1991), describes an e-market as “... an inter-organisational information system

that allows the participating buyers and sellers to exchange information about prices and

product offerings”. (K L. C., 2000), define it as, “a way of conducting business by companies

and customers performing electronic transactions through computer networks One may

define online-retailing as use of an electronic media through which the customer and the

marketer may enter into a transaction for sale and purchase, so as to benefit both the parties in

the long run.

5


Chapter 2: LITERATURE REVIEW

Online retail in India-

Online retail in India is directly related to the overall environment that has been conducive to

internet usage, viz., an increasing young population of computer literates, the availability of

the internet, active internet users and the utilitarian and hedonic dimensions associated with

internet usage. There are a number of online retailers such as flipkart.com, snapdeal.com,

makemytrip.com, yatra.com etc. There has been a rapid 100% growth of computer literates

from 2004 to 2006. In 2006, there were 21 million active internet users, 59 million PC

literates and 32 million passive internet users (Cube, March,2006). According to the study

done by Syndicated Research of e-technology group @IMRB International on 13.2 million

internet users over 26 cities, 5% Indians deal in stock and shares, 5.5% buy products such as

books, flowers and gifts and 14.2% buy travel tickets through internet. Most of the Indians

use internet for e-mail and information search. However, the numbers of users drawn to e-

commerce are growing rapidly.

Drivers Affecting Development of Positive Attitudes of Customers in Online

Shopping

Access

Access refers to the skill and capacity to provide a wide variety of goods and services to the

customers, online. It is important that a wide assortment of goods and services can be

accessed, viewed, compared against other alternatives on price and product-related

information, so that a purchase decision can be taken and a transaction can occur. In today’s

world, access is facilitated through global technological networks. Access also depends on

factors like internet connection quality and website design and appearance. A well-designed

user interface system reduces the consumer’s efforts in searching information, making

comparisons and making the final purchase decision. Interactive tools lead to easier access

for the consumers, facilitate two way communications and thus have favourable effects on

consumer purchase decisions (Sahney, 2008)

6


Performance

In the context of online shopping, performance by a firm is its ability to first, present an

offering on the web and second, to transact with the customer so as to leave both the parties

well off, most efficiently and effectively. The retailer’s website acts as a platform of

interaction between an online retailer and a buyer. A customer should be able to search the

web and order with ease. Speed, loading, navigation and all such aspects of computer

technology are important and affect ease of use. Interpersonal interaction between the retailer

and the buyer is an important consideration especially to bring about the human element and

the resulting relational benefits.

This interpersonal element in the selling and buying situation is important even in online

transactions (K Y. H., 2003). Also, audiovisual impact through the website and its product or

service offering are crucial for effective performance, both for functional and hedonic

benefits.

Security

Security pertains to trust and confidence in the online retailer with respect to issues of finance

and privacy. Research in the past has clearly illustrated the importance of security during and

after online purchases. Issues of trust, confidence, and risk, either with the payment mode or

with matters of privacy are always present in the buyers’ mind (M, 2003). Establishing,

communicating and maintaining customers’ trust and confidence, and a feeling of security is

an integral part for a successful e-retailing strategy.

Information

The quantity, relevance and authenticity of information provided by the retailer, is an

important factor that affects the building of positive attitudes in consumers, to buy online.

The marketer needs to customize the information about products and services to meet the

customer’s needs and wants (Y, 1991)

The internet provides facilities for navigation and searching information about the products

and services, their brands, features, price and also the availability status, shopping cart and

delivery. This encourages and facilitates customers to make online purchases (Charles B.

7


Broersma, August 13, 2004). Another aspect of information that needs to be addressed is in

terms of post-transaction elements like delivery schedules, warranty services, return and

exchange policies, post-sales services and related technical support.

Transaction

Once a consumer has accessed the website, obtained information about the product and

service offerings and finally made a decision to buy online, the transaction is entered into.

Transaction is the result of the interplay between all the factors that have been mentioned

above, viz., access to a website quickly and speedily, the product and service information,

assurance, trust and security, overall performance and functional and hedonic pleasures.

(Sahney, 2008).The variables that came after study were as follows-

8


Figure 1

9


The Kano Model

The Kano model of customer satisfaction qualitatively defines the relationship between

product attribute and customer satisfaction and provides five types of product attributes: (1)

Must-be, (2) One-dimensional, (3) Attractive, (4) Indifferent, and (5) Reverse, as

schematically illustrated in Figure 2. Referring to Figure 2, an attribute is considered a Must-

be attribute if its absence produces absolute dissatisfaction and its presence does not increase

satisfaction. An attribute is considered a One-dimensional attribute if its fulfilment helps

increase the satisfaction and vice versa. An attribute is con considered an Attractive attribute

if it leads to a greater satisfaction, whereas it is not expected to be in the product. An attribute

is considered an Indifferent attribute if its presence or absence does not contribute much to

satisfy the customers.

Figure 2- Kano model of customer satisfaction

10


An attribute is considered a Reverse attribute if its presence causes dissatisfaction and vice

versa. Thus, for the meaningful integration of the VOC into the subsequent processes of

product development, it is important to do the following:

• Keep Must-be attributes.

• Add a good number of One-dimensional and Attractive attributes.

• Avoid Indifferent attributes as many as possible.

• Avoid Reverse attributes.

However, in addition to the aforementioned classification of product attributes (i.e., customer

needs), the Kano model provides a format for obtaining customer answers for each potential

customer attribute. Figure 3 shows an example of such format. As seen from figure 3, a

customer (respondent) has to select one of the states out of Like, Must-be, Neutral, Livewith,

and Dislike from the functional side, stating his/her level of satisfaction, if the attribute is

added to the product. The customer also has to select one of the states (out of the same

choices) from the dysfunctional side, stating his/her level of satisfaction, if the attribute is not

added to the product. Note that the case shown in figure 3shows that a customer selects

“Like” from the functional side (room heater has a steamer) and “Neutral” from the

dysfunctional side (room heater does not have a steamer). The combination of functional and

dysfunctional answers is then used to identify the status of the attribute in term of:

(1) Must-be, (2) One-dimensional, (3) Attractive, (4) Indifferent, or (5) Reverse.

Figure 3- Kano Questionnaire

11


All possible combinations of customer answers and the corresponding type of product

attribute are summarized in Table 1. As seen from Table 1, besides the above mentioned five

types of attribute, there is one more type of attribute called Questionable. This occurs when

one selects Like or Dislike from both functional and dysfunctional sides (i.e., when an answer

does not make any sense). However, while responding to Kano questionnaires, the

respondents are allowed to choose any combination of the answers from the functional and

dysfunctional sides. The answers may vary a lot because the respondents are driven by

demographic factors (age, profession, income group, sex, etc.), psychographic factors

(attitude, value, life-style, etc.) and so on. For example, recall the case shown in figure 3,

where in a respondent has chosen “Like” from the functional side and “Neutral” from the

dysfunctional side. This combination makes the underlying attribute an Indifferent attribute

(refer to Table I). Unlike in figure 3, another respondent might choose “Like” from the

functional side and “Must-be” from the dysfunctional side. This makes the attribute (steamer)

a Must-be attribute, rather than an Indifferent attribute. Some other respondent might answer

it further differently making it a Reverse attribute, however. Therefore, a quantitative

aggregation process is needed to compute the diverse answers and finally determine the status

of the underlying product attribute. Otherwise, the subsequent product development processes

do not get any benefit from the customer needs assessment process or customer needs

assessment does not add any value to the product development processes, as such.

Table 1: Kano Evaluation

Quantitative aggregation of customer answers obtained by using the Kano questionnaire has

been studied by many authors. Earlier studies suggested a straightforward frequency- based

calculation in aggregating the customer answers. Recent studies do not follow this idea.

12


Complex mathematical procedures are suggested in this regard wherein both analytical and

computational intelligence based approaches are found. The goal is to utilize the ability of

decision models and computational intelligence so that the customer answers becomes useful

for the subsequent processes of product development. Some of the studies recommend slight

modification of the Kano questionnaire for the sake of quantitative analysis. (Tamaki, 2010)

13


Chapter 3: OBJECTIVES, RESEARCH QUESTONS &

HYPOTHESES

OBJECTIVE:

Changing scenario of service attributes offered by E-retailers.

Research questions

1. What all factors are important when forming consumer satisfaction?

2. Is the scenario changing?

3. What all factors are important when removing consumer dissatisfaction?

Research Methodology:

Type of research:

A quantitative research will be performed; there are basically two data for that:

1. Primary for measuring consumer perception

Sampling method:

Probability sampling will be used so as to get a good mix of consumers, who shop both

online and offline.

Sample size:

A sample of 80 will be taken.

Data Collection Methods:

Again one method is used:

1. Survey in form of questionnaire according to KANO MODEL for consumer

perception

14


Data Analysis Techniques:

Variables:

The research is based on number of attributes which are taken from literature review.

Tools:

Basically SPSS software for analysing will be used.

Limitations:

There can be some systematic error generated due to not matching of observation and

secondary data and what company actually thinks.

Chapter 4: CONCLUSION & FINDINGS

15


The analysis is done with the help of KANO MODEL which has been explained earlier. The

variables have been bifurcated into 2 forms

1. Functional form.

2. Dysfunctional form.

Functional form is basically the positive perspective of any variable and dysfunctional is the

negative perspective of the same variable.

The matrix made out of these variables is shown. This matrix is made for every respondent

and that too for every variable.

Few of these matrixes are shown below.

The first question is about Service Attribute: PERFORMANCE

Q1a: How would you feel if the order is not ambiguous?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q1b: How would you feel if the order is ambiguous?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

16


Table 2

customer

requirements

DYS- FUNCTIONAL

FUN

CTIO

NAL

I like

it.

I expect

it.

I’m

neutral.

I can tolerate

it. I dislike it.

I like it.Q A A A O

I expect it.R I I I E

I’m neutral.R I I I E

I can tolerate

it.R I I I E

I dislike it.R R R I Q

1- Attractive feature (A)

2- Expected feature (E)

3- Reversal (inconsistent response) (R)

4- One dimensional or linear feature (O)

5- Questionable response (Q)

6- Indifferent response (I)

17


The highlighted element is the perception of consumer towards order being ambiguous-

EXPECTED FEATURE. It is obvious from customer’s point of view that the order should

not be ambiguous.

Similarly next question is –

Q2a: How would you feel about not taking the risk of delayed delivery?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q2b: How would you feel about taking the risk of delayed delivery?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

18


Table 3

customer

requirements

DYS- FUNCTIONAL

FUN

CTIO

NAL

I like it.

I expect

it.

I’m

neutral. I can tolerate it.

I dislike

it.

I like it.Q A A A O



I can tolerate

it.R I I I E








19


Hence it shows that ‘no risk of delayed delivery’ is an added advantage for the company and

would come under enhancing service attribute.

The third question is-

Q3a: How would you feel about not waiting for a site to load?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q3b: How would you feel about waiting for a site to load?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Table 4

customer

requirements

DYS- FUNCTIONAL

20


FUN

CTIO

NAL

I like

it.

I expect

it.

I’m

neutral.

I can tolerate

it.

I dislike

it.

I like it.Q A A A O



I can tolerate

it.R I I I E








Hence it shows that ‘waiting for a site to load’ is an added advantage for the company and

would come under enhancing service attribute.

21


Collecting all 78 responses across different variables gave a clearer picture of the satisfaction

index.

Frequency graphs are made for all 78 responses and the biggest responses attribute is

considered to be the dominating one

Figure 4

This shows that this feature is prerequisite and without which the satisfaction level would

decrease.

22


Figure 5

It is seen that the risk is almost expected feature but a lot of people are indifferent towards

this variable, which means they consider other features more important for measuring their

satisfaction levels.

Figure 6

23


It is seen that the waiting is somewhat expected feature but a lot of people are indifferent

towards this variable, which means they consider other features more important for

measuring their satisfaction levels.

Figure 7

It is seen that the ‘getting prompt confirmation’ is somewhat attractive feature but a lot of

people are indifferent towards this variable, which means they consider other features more

important for measuring their satisfaction levels.

24


Figure 8

It is seen that the ‘simplicity’ is almost expected feature but a lot of people are indifferent

towards this variable, which means they consider other features more important for

measuring their satisfaction levels.

Figure 9

25


‘Providing extensive information’ is one of the core service attributes in service marketing

this is brilliantly verified by this bar graph. People find it an attractive feature which means

that it increases the satisfaction level exponentially if provided.

Figure 10

Here ‘product tracking’ is again an attractive feature. Generally people want to stay “in-

process” delivery process for that tracking system of the products purchased is the best thing

available. Hence it is attractive feature.

26


Figure 11

It is seen that the ‘receive individual attention during the purchase process’ is somewhat

attractive feature but a lot of people are indifferent towards this variable, which means they

consider other features more important for measuring their satisfaction levels.

Figure 12

27


This would be the most obvious attribute that should be expected feature as customers least

expected want would be that whatever they bought should arrive.

Figure 13

‘Uncertainty about warranties is not there’ is an attractive feature and it will always increase

the satisfaction levels if included.

28


Figure 14

It is seen that the ‘refunds are made correctly and promptly ‘ is somewhat attractive feature

but a lot of people are indifferent towards this variable, which means they consider other

features more important for measuring their satisfaction levels.

Figure 15

29


It is seen that the ‘personal details are not divulged to other Customers’ is almost expected

feature but a lot of people are indifferent towards this variable, which means they consider

other features more important for measuring their satisfaction levels.

Figure 16

‘The site that is structurally well-arranged’ is an attractive feature and it will always increase

the satisfaction levels if included.

30


Figure 17

It is seen that the ‘personal the site is aesthetically beautiful’ is almost attractive feature but a

lot of people are indifferent towards this variable, which means they consider other features

more important for measuring their satisfaction levels.

31


Figure 18

This shows that this feature is prerequisite and without which the satisfaction level would

decrease.

Figure 19

32


‘You get discounts on the products you want to buy’ is an attractive feature and it will always

increase the satisfaction levels if included.

Figure 20

This is an attractive feature and it will always increase the satisfaction levels if included.

33


34

variablesAttractive

featureExpected feature

One dimensional or linear feature

Indifferent response

Questionable response

reversecoefiecient of

satisfactioncoefficient of dissatisfaction

dominant characterestics

order is not ambiguous

19.2 24.4 28.2 28.2 0.0 0.0 0.47 -0.53 O

taking the risk of delayed delivery

23.1 26.9 15.4 34.6 0.0 0.0 0.38 -0.62 I

waiting for a site to load

20.5 17.9 10.3 51.3 0.0 0.0 0.31 -0.69 I

getting prompt confirmation through e-mail

16.7 14.1 5.1 64.1 0.0 0.0 0.22 -0.78 I

simplicity in purchase transactions

7.7 41.0 7.7 43.6 0.0 0.0 0.15 -0.85 I

extensive product information is provided

56.4 5.1 6.4 32.1 0.0 0.0 0.63 -0.37 A

product tracking process is included

69.2 0.0 0.0 30.8 0.0 0.0 0.69 -0.31 A

receive individual attention during the purchase process

46.2 0.0 0.0 53.8 0.0 0.0 0.46 -0.54 I

able to interact with the sales person to resolve all uncertainties and doubts

79.5 0.0 0.0 20.5 0.0 0.0 0.79 -0.21 A

Orders are fulfilled accurately

5.1 66.7 11.5 16.7 0.0 0.0 0.17 -0.83 E

uncertainty about warranties is not there

51.3 14.1 15.4 19.2 0.0 0.0 0.67 -0.33 A

FREQUENCY %


refunds are made correctly and promptly

26.9 6.4 3.8 62.8 0.0 0.0 0.31 -0.69 I

personal details are not divulged to other Customers

5.1 21.8 2.6 70.5 0.0 0.0 0.08 -0.92 I

the site that is structurally well-arranged

57.7 9.0 9.0 24.4 0.0 0.0 0.67 -0.33 A

the site is aesthetically beautiful

43.6 5.1 5.1 46.2 0.0 0.0 0.49 -0.51 I

you are given rare and unique goods to buy

28.2 20.5 29.5 21.8 0.0 0.0 0.58 -0.42 O

you get discounts on the products you want to

47.4 9.0 15.4 28.2 0.0 0.0 0.63 -0.37 A

you get complementary gifts with the products you want to buy

48.7 9.0 9.0 33.3 0.0 0.0 0.58 -0.42 A

This table show the coefficient of satisfaction and dissatisfaction and according to which how

relevant should a variable is can be found.

The highlighted variables are the variables that are high on satisfaction levels, which mean

these must be included so as to increase the satisfaction levels of a consumer.

Following is the graph for indexes to give a clearer picture.

35

Table 5


Figure 21

36


CONCLUSION AND SUGGESTIONS

The value proposition that should be changed should include-

1. Extensive product information is provided

2. Product tracking process is included

3. Interaction with the sales person to resolve all uncertainties and doubts during

and after the purchase process

4. Uncertainty about warranties is not there

5. The site that is structurally well-arranged

6. Discounts on the products you want to buy

It is seen that most of these variable are supplementary service attributes rather than core

service attributes. As it is said that supplementary service attributes are generally used to

differentiate or enhance the service levels of an organization, it is well-reflected in the

responses and the indexes made.

Apart from that from any start-up e-retailer organization it won’t be possible to account in

every service attribute mentioned.

The indexes also tells another set of variable which if included will increase the satisfaction

level, but if not included WILL DECREASE satisfaction level. Hence these variables are

kind of threshold without which the organization won’t be able to sustain.

1. Product tracking process is included

2. Interaction with the sales person to resolve all uncertainties and doubts during

and after the purchase process

3. Uncertainty about warranties is not there

4. The site that is structurally well-arranged

Another aspect is the variables which can be avoided in order to enhance value proposition

1. Simplicity in purchase transactions

2. Personal details are not divulged to other Customers

3. Getting prompt confirmation through e-mail.

37


BIBLIOGRAPHY

Charles B. Broersma. (August 13, 2004). Hone your Unique Value. The Central New York Business

Journal , 19.

Cube. (March,2006). Syndicated Research of Technology Group@IMRB.

K, L. C. (2000). Exploring the Factors Associated with Web Site Success. Information & Management ,

23-33.

K, Y. H. (2003). Internet Retail Customer Loyalty: The Mediating Role. International Journal of Service

Industry Management , 483-500.

M, M. B. (2003). E-Trust: The Influence of Perceived Interactivity on. Marketing Intelligence &

Planning , 123-128.

Sahney, S. (2008). Consumer Attitude Towards Online Retail. The Icfai University Press.

Tamaki, A. M. (2010). Analysis of Kano-Model-Based Customer needs. Wiley Online Library.

Y, B. J. (1991). A Strategic Analysis of Electronic Marketplaces. MIS Quarterly , 295-310.

38


ANNEXURE

QUESTIONNAIRE

Service attributes: CORE ATTRIBUTES

Service Attribute: PERFORMANCE

Q1a: How would you feel if the order is not ambiguous?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q1b: How would you feel if the order is ambiguous?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q2a: How would you feel about not taking the risk of delayed delivery?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q2b: How would you feel about taking the risk of delayed delivery?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

39


Q3a: How would you feel about not waiting for a site to load?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q3b: How would you feel about waiting for a site to load?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q4a: how would you feel about getting prompt confirmation through e-mail?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q4b: how would you feel about not getting prompt confirmation through e-mail?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q5a: how would you feel about simplicity in purchase transactions?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q5b: how would you feel about complexity in purchase transactions?

40


I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Service attribute: INFORMATION

Q6a: how would you feel if extensive product information is provided?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q6b: how would you feel if extensive product information is not provided?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q7a: how would you feel if product tracking process is included?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q7b: how would you feel if product tracking process is not included?

I like it.

41


I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Service attribute: PERSONALIZATION

Q8a: how would you feel if you receive individual attention during the purchase process?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q8b: how would you feel if you won’t receive individual attention during the purchase

process?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q9a: how would you feel if you are able to interact with the sales person to resolve all

uncertainties and doubts during and after the purchase process?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q9b: how would you feel if you are not able to interact with the sales person to resolve all

uncertainties and doubts during and after the purchase process?

I like it.

I expect it.

42


I’m neutral.

I can tolerate it.

I dislike it.

Service attribute: RELIABILITY AND TRUST

Q10a: how would you feel if Orders are fulfilled accurately?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q10b: how would you feel if Orders are not fulfilled accurately?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q11a: how would you feel if uncertainty about warranties is not there?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q11b: how would you feel if uncertainty about warranties is there?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q12a: how would you feel if refunds are made correctly and promptly?

I like it.

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I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q12b: how would you feel if refunds are not made correctly and promptly?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q13a: how would you feel if you’re personal details are not divulged to other Customers?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q13b: how would you feel if you’re personal details are divulged to other Customers?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Service attribute: AESTHETICS

Q14a: how would you feel if the site that is structurally well-arranged?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q14b: how would you feel if the site that is not structurally well-arranged?

I like it.

I expect it.

I’m neutral.

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I can tolerate it.

I dislike it.

Q15a: how would you feel if the site is aesthetically beautiful?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q15b: how would you feel if the site is not aesthetically beautiful?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q16a: how would you feel if you are given rare and unique goods to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q16b: how would you feel if you are not given rare and unique goods to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Service attribute: PROMOTION

Q17a: how would you feel if you get discounts on the products you want to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

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Q17b: how would you feel if you don’t get discounts on the products you want to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q18a: how would you feel if you get complementary gifts with the products you want to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

Q18b: how would you feel if you don’t get complementary gifts with the products you want

to buy?

I like it.

I expect it.

I’m neutral.

I can tolerate it.

I dislike it.

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E-RETAILER (KANO MODEL)

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