An integrated application of Kano's model and AHP to Korean online open market services

Abstract

With the advancement in wireless and mobile technologies, online open markets decrease intermediate distribution margins and play the key intermediary role between sellers and consumers. While offline store sales remain stagnant, online open market sales have been growing steadily. We investigated the service quality of Korean online open market providers such as "Gmarket", "Auction", and "11st", based on an integrated application of Kano's model and the Analytic Hierarchy Process (AHP). The contributions of this study are as follows: (1) We conducted acritical review of previous literature to develop each analysis method. (2) We categorized the service quality factors of the Korean open market using Kano's model and identified the most important service quality factor by AHP analysis. (3) Then, we conducted a comparison between the results from the Kano model and AHP analysis. (4) Lastly, based on the results of the integrated application of both Kano model and AHP analysis, this study provided specific implications for improving the service quality of the online open market in Korea.