Evaluating retailers’ services on social media for customer engagement: An application of Kano model

Information and Communication Technologies (ICTs) have transformed the retail industry, modifying the relationship between consumers and retailers. In this new context, it becomes essential to understand the best strategies to satisfy and engage consumers through new online channels. Prior literature emphasizes the role of social media for costumer engagement. However, retailers' behaviours and services that stimulate engagement on social media are not yet clear. This work analyses the effects of retailers’ social media services on customer satisfaction through an empirical study involving 232 consumers and the application of the Kano model. The results allow identifying those services that should be improved, as they are able to increase customer satisfaction and stimulate customer engagement, and those that should be abandoned because they create dissatisfaction compromising the relationship with consumers.