Applying Kansei Engineering, the Kano model and QFD to services

Markus Hartono · Tan Kay Chuan

17 citations0/0 files storedInternational Journal of Services Economics and Management

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Quality Function Deployment in Product Design Customer Service Quality and Loyalty Color perception and design

Abstract

This paper aims to present an integrative framework of Kansei Engineering (KE), the Kano model and quality function deployment (QFD) applied to services. An empirical study involving Indonesian and Singaporean tourists was conducted to showcase the framework’s applicability. The study utilises a sample of 100 Indonesian and 125 Singaporean tourists who stayed in luxury hotels and covers only services in luxury hotels. Interviews and face-to-face questionnaire surveys were carried out. Using stepwise linear regression analysis, this research models the effect of perceived hotel service performance on customer emotional needs (Kansei). House of quality (HOQ) is then used to formulate managerial strategies. We present the fruitfulness of integrating the Kano model, KE and QFD. Perceived attractive qualities have a direct significant impact on Kansei response. There is no analysis of the impact of cultural differences on Kansei. We provide insight on which service attributes deserve more attention with regard to their significant impact on customer emotions. It may guide service managers to provide and implement improvement strategies in satisfying customer emotional needs. The study proposes a unique methodology of integrative three concepts commonly used in manufacturing and service quality research to measure and model customer emotional needs.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1979A Paradigm for Developing Better Measures of Marketing Constructs 1979Review of Psychometric theory (2nd ed.).1957The Measurement of Meaning 1999Use of partial least squares (PLS) in strategic management research: a review of four recent studies 2005A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example 1988The House of Quality

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