Title: Incorporating Markov chain modelling and QFD into Kansei engineering applied to services

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

Addresses: Department of Industrial and Systems Engineering, National University of Singapore, 1 Engineering Drive 2, 117576, Singapore; 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. ' Kansei Design Department, Hiroshima International University, 555-36, Kurose Gakuendai, Higashi Hiroshima City, Hiroshima Prefecture, 739-2695, Japan. ' Department of Industrial and Systems Engineering, National University of Singapore, 1 Engineering Drive 2, 117576, Singapore

Abstract: Instead of usability, customers today concern themselves more on satisfying their emotions/Kansei. This paper discusses an integrative framework that incorporates the Kano model, Markov chain, and quality function deployment (QFD) into Kansei engineering (KE). Its purposes are: 1) to exhibit the relationship between service performance and Kansei; 2) to enable service designers to establish the extent to which they prioritise their improvement programmes in dealing with current and future preferences. A comprehensive case study involving Indonesian, Japanese, and Singaporean tourists, was carried out. Understanding the cultural differences with respect to Kansei evaluation will yield valuable insights for international marketing strategies.

Keywords: Kano model; Kansei engineering; Markov chain modelling; services; emotion; service performance; current preference; future preference; cultural differences; international marketing strategies; quality function deployment; QFD; Indonesia; Japan; Singapore; tourist satisfaction; customer satisfaction; tourism; emotional satisfaction.

DOI: 10.1504/IJHFE.2012.045258

International Journal of Human Factors and Ergonomics, 2012 Vol.1 No.1, pp.74 - 97

Available online: 02 Feb 2012 *

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