IDEAS home Printed from https://ideas.repec.org/a/ids/ijbpma/v18y2017i2p125-157.html
   My bibliography  Save this article

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

Author

Listed:
  • Jia-Yen Huang
  • Po-Chien Tsai

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.

Suggested Citation

  • Jia-Yen Huang & Po-Chien Tsai, 2017. "Application of Kano's model and TRIZ on internet marketing for agricultural products in Taiwan," International Journal of Business Performance Management, Inderscience Enterprises Ltd, vol. 18(2), pages 125-157.
    • Handle: RePEc:ids:ijbpma:v:18:y:2017:i:2:p:125-157
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=83069
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. A. Duisebayeva, 2018. "Comparative Analysis of Marketing Techniques in the Republic of Kazakhstan and Ukraine," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 289-306.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbpma:v:18:y:2017:i:2:p:125-157. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=3 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.