Vol 7, No 1 (2016) > Industrial Engineering >

The Extended Integrated Model of Kansei Engineering, Kano, and TRIZ Incorporating Cultural Differences into Services

Markus Hartono

 

Abstract: The fulfilment of
customers’ emotional needs (Kansei in
Japanese) tends to be highly expected, especially in growing industries such as
the service industry. Recent research shows that emotion is just as important
as cognition in service-related encounters. Thus, service providers should not
overlook the significant roles of both emotional and cognitive aspects in
achieving service excellence for customers. In modeling how to capture and
translate customers’ emotional needs into services, Kansei Engineering (KE) is
used. This study aims to integrate Kansei Engineering with the Kano model and
the Theory of Inventive Problem Solving (TRIZ). The Kano model is used to
identify the relationship between service attribute performance and customer
satisfaction, whereas TRIZ is utilized subsequently to generate designs for
improvement with the lowest contradiction between the proposed service design solutions.
Due to relatively unexplored cultural differences in Kansei research, cultural
factors are also considered and incorporated into the integrated model. It is
hoped that further insight into the emotional needs of customers from different
cultural backgrounds will be better understood, so that the improvement
strategies will be suitable. In addition, to illustrate the applicability of
the integrated model, an empirical study in a medium-sized restaurant that
takes into account both Indonesian and non-Indonesian customers will be
discussed.
Keywords: Cultural differences; Customer service; Kano; Kansei Engineering; TRIZ

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