The Kano model is a technique for a better understanding of the customers’ requirements, thus increasing the customers’ satisfaction. The process of identifying the customers’ requirements and increasing the customers’ satisfaction, by improving the offerings, is costly for the companies. In order not to waste resources, companies should firstly identify who their target audience is, through a market research. When companies understand who their target audience is, they are able to identify their requirements, in order to try to meet them, and increase customers’ satisfaction. The process of segmentation and targeting, helps companies to save time, money and effort, since the messages are directly delivered to those who are their target audience, and are really interested. Moreover, the companies using the focus groups and in-depth interviews can collect target audience’ requirements, in order to later on meet those requirements and increase the customers’ satisfaction. Furthermore, the findings revealed that for the companies in the online payment industry it is crucial to have a good reputation and be trustworthy.