Integrating Kansei Engineering into Kano and SERVQUAL Model to Determine the Priorities of Service Improvement (Case Study: Café Agape at Ruteng, East Nusa Tenggara – Indonesia)

Abstract

In order to improve service quality, a research framework of integrating Kansei Engineering into Kano and SERV-QUAL was deployed in Café Agape. SERVQUAL model is used to identify whether the provided service has been fulfill customer needs; whether customers were satisfied and what service attributes that have negative customer satisfaction indexes. Kano model can classify the service attributes into groups, i.e., attractive, one dimensional, must be or even indifferent; the classification can be used to determine the priorities. Kansei Engineering takes the customer emotion into account and tries to identify customer needs (feelings) more specific. The integration is aimed to determine the improvement priorities. A survey of 100 customers using 21 service attributes and 10 Kansei words resulted on 15 attributes that have negative customer satisfaction score. However, only 9 attributes will be prioritized for improvement because they are Attractive (A) and One dimensional (O) attributes due to the result of Kano classification. The analysis of Kansei Engineering showed that “convenience” was the customers’ most important emotion when they receive services at Café Agape. Meanwhile, there are 6 of 10 Kansei word (customer emotional needs) significantly different between two groups of Café Agape’s customers; foreign/overseas customers felt happier, more relieved, friendly, welcome and attractive but less sedate/quiet than local/domestic ones when they consume services at Café Agape