Evaluating marketing channel effectiveness using the Kano Model: Implications for consumer buying behaviour
Keywords:
Kano Model, Marketing Channels, Consumer Buying Behaviour, Customer Satisfaction, Strategic MarketingAbstract
This study aims to find out the effectiveness of marketing channels using the perspective of Kano Model and implications for consumer buying behavior. The Kano Model, which is usually used for the evaluation of product and service quality, is here adapted for the assessment of the effect of various marketing channels (digital, social, traditional and experiential) on customer satisfaction and customer decision making. The study classifies marketing attributes as “must be”, “one-dimensional”, and “attractive”, pinpointing those that lead to the establishment of baseline expectations, those that drive performance and those that bring delight to consumers that are above and beyond what is expected. The analysis concluded that digital and social media channels can be a great charm, elicit excitement and engagement, while traditional advertising remains a necessary factor to meet the awareness need. Experiential and personal marketing appear as two-dimensional marketing elements and are directly influencing the attitude of consumers to the purchase. The results show that marketers can allocate resources strategically in accordance with the expectations of the users, which have been found out by the Kano approach, and the resources of each channel. This on its own will boost satisfaction, and build loyalty and repeat buying behavior.
Downloads
References
1. Dzreke, S. S., &Dzreke, S. (2025). Influence of social media on consumer behavior: Investigating how social media platforms shape consumer purchasing decisions and loyalty. Open Journal of Business and Management, 13(2), 1154-1175.
2. Tyagi, P., Kumar, S., Sudharshan, G. M., Sera, R. J., Vakayil, S., & Hota, P. (2025). The Influence of Digital Marketing Strategies on Consumer Purchase Decisions. European Economics Letters, 15, 2332.
3. Shravan, M. B., Manjunath, S., & Abhiram, M. (2024). Kano Model for Enhancing Business Strategy Through Customer Preference Analysis: A Case Study of Packaged Mineral Water Bottles. IEEE Engineering Management Review, 52(3), 172-185.
4. Gobbilla, U., & Kiran, D. S. (2025). A comparative analysis of traditional and digital marketing strategies in era of e-commerce. International Journal of Engineering, Business and Management (IJEBM), 9(3), 1-19.
5. Eskandarzadeh, A. (2025). The Role of Marketing Analytics in Fostering Brand Loyalty. In Elevating Brand Loyalty With Optimized Marketing Analytics and AI (pp. 19-44). IGI Global Scientific Publishing.
6. Kermanshachi, S., Nipa, T. J., & Nadiri, H. (2022). Service quality assessment and enhancement using Kano model. PloS one, 17(2), e0264423.
7. Hanelt, A., Bohnsack, R., Marz, D., & Antunes Marante, C. (2021). A systematic review of the literature on digital transformation: Insights and implications for strategy and organizational change. Journal of management studies, 58(5), 1159-1197.
8. Spivakovskyy, S., Spivakovska, T., &Bazherina, K. (2021). Mobile marketing tools in the market of restaurant food delivery services in Ukraine. Transnational Marketing Journal, 9(1), 129-149.
9. Fan, M., Tang, Z., Qalati, S. A., Tajeddini, K., Mao, Q., & Bux, A. (2022). Cross-Border e-commerce brand internationalization: An online review evaluation based on Kano model. Sustainability, 14(20), 13127.
10. Shreyanth¹, S. (2023, May). Fintech, Crisis, and Marketing: How Technology-Driven Financial Firms Adapt Their. In Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023) (p. 309). Springer Nature.
11. Esmaeili Givi, M., Keshavarz, H., & Kargar Azad, Z. (2023). Quality assessment of E-learning website using asymmetric impact–performance analysis and Kano’s customer satisfaction model: a case study based on WebQual 4.0. Information Discovery and Delivery, 51(1), 35-46.
12. Shravan, M. B., Manjunath, S., & Abhiram, M. (2024). Kano Model for Enhancing Business Strategy Through Customer Preference Analysis: A Case Study of Packaged Mineral Water Bottles. IEEE Engineering Management Review, 52(3), 172-185.
13. Chanda, R., Pabalkar, V., & Singh, M. (2025). Kano Model Analysis for Understanding Customer Satisfaction. In Securing the Future through Sustainability, Health, Education, and Technology (pp. 68-85). Routledge.
14. Wu, X. (2026). The innovative design of museum cultural and creative products based on the KANO model. International Journal of Information and Communication Technology, 27(52), 52-63.
15. Cavacece, Y., D’Amico, S., & Maggiore, G. (2026). Beyond expectations: mapping satisfaction drivers in online grocery shopping. Electronic Commerce Research, 1-29.
16. Bharti, R., Khatri, U., &Duralia, O. A. (2024). Examining the role of digital marketing in shaping consumer communication and behavior. Feedback International Journal of Communication, 1(4), 192-201.
17. Dzreke, S. S., &Dzreke, S. E. (2025). The algorithmic hand: Investigating the impact of artificial intelligence on service delivery, customer interactions, and efficiency. International Journal of Latest Technology in Engineering Management & Applied Science, 14(6), 840-857.
18. Mondal, S., Singh, S., & Gupta, H. (2025). Exploring barriers to innovative marketing in MSMES: an analysis using a BWM‐ISM multi‐criteria decision‐making framework. Journal of Multi‐Criteria Decision Analysis, 32(1), e70005.
19. Hossain, M. Z., & Kibria, H. (2024). Exploring the evolution of brand loyalty in the age of social media. Journal of Service Science and Management, 17(03), 219-247.
20. Slevitch, L. (2025). Kano model categorization methods: Typology and systematic critical overview for hospitality and tourism academics and practitioners. Journal of Hospitality & Tourism Research, 49(3), 449-479.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 The International tax journal
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
