Incorporating customer emotional needs using Kansei Engineering and Kano model to support Customer Relationship Management: A case study in healthcare services
| Main Authors: | Hartono, Markus, Sari, Yenny, Laelianus, Gabriela |
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| Format: | Proceeding PeerReviewed application/pdf |
| Terbitan: |
Universitas Udayana - Bali
, 2014
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| Subjects: | |
| Online Access: |
http://repository.ubaya.ac.id/22080/7/MarkusHartono_APCHIErgofuture_Abstract_2014.pdf http://repository.ubaya.ac.id/22080/8/MarkusHartono_APCHIErgofuture_2014.pdf http://repository.ubaya.ac.id/22080/ |
Daftar Isi:
- With regard to customer focus and orientation, nowadays, a company or product/service provider should be more concerned on how to fulfill customer emotional needs as a main complement to cognitive needs. To support a long term relationship with customers, recent research shows that understanding customer emotional needs (Kansei in Japanese) is a vital ingredient for customer relationship management (CRM). Thus, this study proposes an integrative framework of Kansei Engineering and Kano model to support CRM in services. Services is chosen as it is the most recent significant industrial sector in today’s business economy. To verify the applicability of the proposed integrative model and framework, a study in healthcare services was conducted. A hundred of actual patients were surveyed and involved in the study. The findings show that some SERVQUAL attributes which were sensitive to customer emotions and attractive to customer satisfaction were identified and formulized. Some innitiatives such as on time raw material selection, employee training, one stop service and standardized services were discussed and proposed as prioritized continuous improvement. Practical and theoretical implications will be discussed in this study.