Kansei Engineering Case Study

This research was conducted to improve the design of ceramic souvenir to meet the desires of the customers better, using the concept of Kansei Engineering and Kano Model. Kansei Engineering was used to capture and translate consumer perception (Kansei words) to be the elements of design. In addition, this research also classify or categorize Kansei words from consumer perception into attributes in the Kano Model, which then assisted with the calculation and statistical analysis. The influential Kansei words which affect the consumer satisfaction will become priorities for further design development. The results obtained from this research were the factors that influence consumer satisfaction of ceramic products which can be divided into 2 (two) main factors, i.e. factors of appearance and performance. However, based on the results of the mapping on a Kano Model, the appearance factor becomes prioritized more for development of the product design. The conjoint analysis was used to find out the relationship between Kansei words and elements of design that should be included in the appearance factor. As a result, the suggested ceramic souvenir product should have the elements of parabolic-shaped design with artificial 2D decoration, glazed texture and solid/blocked color.

Due to market dynamics and challenges, it is imperative for companies to put their concern on strategic marketing orientation. In fact, products and services of similar quality are ubiquitous in today's global market. Basically, functionality and usability alone are no longer prominent success factors in product and service innovation because customers today concern themselves more on satisfying their emotions than merely their cognition. Kansei Engineering (KE) has shown its superiority in investigating and modelling customer emotion (“Kansei” in Japanese) for product development. In dealing with customer needs, service quality tools such as quality function deployment (QFD) and the Kano model, have been applied extensively. But none have been able to incorporate and model customers’emotional needs. Some attention has been given to investigate this but, thus far, there is no formal methodology that can account for customer emotional needs in service design. To fill this niche, this study proposed an integrative framework of KE incorporating the Kano model and QFD applied to services. This study extended the work by Hartono and Tan (2011) and Hartono et al. (2012) and presented a survey on luxury hotel services involving more than a hundred Indonesian tourists as the subject of study. Luxury hotels are reported to have greater strength of emotion than any other hotel segment. This work confirmed that emotion is to be more important than cognition in impacting overall customer satisfaction. Practically, it gives insight on which service attributes deserve more attention with regard to their impact on customer emotion. Indonesian tourists shared a common response to the Kansei word “elegant” which correlates with their common cultural dimension of “power distance”. Performing a Kansei evaluation to understanding cultural backgrounds may yield valuable insights for international tourist marketing strategies and companies’ business sustainability.

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