Title: Applying Kansei Engineering, the Kano model and QFD to services

Authors: Markus Hartono; Tan Kay Chuan; John Brian Peacock

Addresses: Department of Industrial Engineering, University of Surabaya, Jalan Raya Kalirungkut, Tenggilis, Surabaya, 60293, Indonesia ' Department of Industrial and Systems Engineering, National University of Singapore, 1 Engineering Drive 2, 117576, Singapore ' Department of Industrial and Systems Engineering, National University of Singapore, 1 Engineering Drive 2, 117576, Singapore

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.

Keywords: Kansei engineering; Kano model; quality function deployment; QFD; emotions; hotel services; Indonesia; Singapore; tourists; tourism; luxury hotels; perceived performance; customer needs; emotional needs; managerial strategies; service attributes.

DOI: 10.1504/IJSEM.2013.054958

International Journal of Services, Economics and Management, 2013 Vol.5 No.3, pp.256 - 274

Received: 27 Nov 2012
Accepted: 10 Mar 2013
Published online: 30 Apr 2014 *

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