Analysis Customer Satisfaction in Luxury Fashion E-commerce Platform Services Based on Kano Model

Abstract

With the digitalization trend and the changing of customer preferences, various online luxury consumption platforms occurred. In the Chinese market, lots of platforms combine e-commerce and customer engagement. Among these platforms, the Dewu app was initially launched to target customers interested in trendy luxury sneakers and have high popularity in the 90's generation in China. With high potential in the online luxury fashion industry, this research will mainly focus on improving the customer satisfaction of luxury fashion e-commerce platforms. It is critical for existing or new businesses of the online luxury fashion industry to improve their services to gain a higher market share from customer satisfaction. To better analyze, this research will adopt Kano Model to analyze the Dewu app's current practices to explore how other similar businesses could improve. Additionally, this study will adopt a questionnaire to generate data. As a result, services like identification service, sale reminder, reporting of infringement, logistics services, and customer service center will be one-dimensional quality, which indicates the importance of these services for Dewu to gain a competitive advantage. On the other hand, services like maintenance, live stream, and virtual shopping are indifferent quality and unnecessary services, and an extensive product range is attractive. The finding indicates which service is highly related to and which is less related. Through the analysis of the Dewu app, this study put forward some suggestions for other luxury fashion e-commerce platforms to improve themselves.