A Proposed Integrative Framework of Kansei Engineering and Kano Model Applied to Services

Recent studies show that products and services hold great appeal if they are attractively designed to elicit emotional feelings from customers. This study introduces an integrative framework of Kansei Engineering (KE) and Kano model, applied to services. KE captures and translates the emotional needs of customer (Kansei), whereas Kano model is used and inserted into KE to investigate the relationship between service quality attribute performance and Kansei. This integrative framework focuses on delightful service attributes, given that their impact on customer Kansei can be large. In support of the framework's applicability, survey was conducted on 100 Indonesian and 125 Singaporean tourists who stayed in luxury hotels in Singapore and Indonesia. The findings showed that perceived attractive qualities had a direct significant impact on Kansei response in both samples. As a practical contribution, this research provides insight on which service attributes deserve more attention with regard to their significant impact on customer Kansei.

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