Using Kano’s Theory of Attractive Quality to Better Understand Customer Experiences with E‐Services

The interest in on‐line services has increased during the last couple of years and there are now several models developed to better understand how customers evaluate e‐service quality. In this empircal study we combine the use of the theories of attractive quality and technology readiness so as to explain customer experiences of e‐services. A survey was conducted with 188 students at three universities in Sweden, asking how they assess an e‐service that enables one to reserve and buy cinema tickets on‐line. The main contribution of the study is its provision of evidence on how to interpet and improve customer satisfaction when designing e‐services. Our belief is that an organization can gain a clearer grasp of how customer satisfaction is created with an e‐service by taking into account customers’ experiences with new technology.