A Review of the Kano model : A Case Study on Online Travel Agencies

Abstract: The e-commerce has increased over the last decades, and this have indicated a change in the booking behaviour within tourism. The change within the tourism business is almost completed to go from offline to online services. This has developed a new form of companies; the online travel agencies (OTAs). As this change has been developed, not all customers is aware of the function of the OTAs. The purpose of this study is to investigate the role of the Kano Model when a third party is involved in the sales through a case study of three OTA sites. This study provides a content analysis with gathered customer reviews. The main findings of this study indicate that the five quality elements of the Kano model may be interrupted by a third party. The customer satisfaction of the OTAs can be decreased by factors that they are not able to control.