INTEGRATING KANSEI ENGINEERING AND CUSTOMER RELATIONSHIP MANAGEMENT TO IMPROVE SERVICE QUALITY: A CASE STUDY AT SHOPPING MALL IN SURABAYA

Hartono, Markus and Suryani, Rosita Meitha and Ongkowijoyo, Grandy (2013) INTEGRATING KANSEI ENGINEERING AND CUSTOMER RELATIONSHIP MANAGEMENT TO IMPROVE SERVICE QUALITY: A CASE STUDY AT SHOPPING MALL IN SURABAYA. Proceeding of 6th International Seminar on Industrial Engineering and Management (6th ISIEM), 6. QM-21. ISSN 1978-774X

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Abstract

With respect to customer dynamics in experiencing products and services, nowadays, customers tend to highly demand hedonism, pleasure and individuality rather than functionality and usability. In other words, they look for a service that offers more values (both physically and emotionally) from its function. Apart from that, it is a must for a company to strive for achieving customer loyalty. Thus, this study proposes an integrative framework of Kansei Engineering (KE) and Customer Relationship Management (CRM) in services. It aims to explore the customer emotional needs (Kansei in Japanese) experienced and encountered in services. As emphasized in the Customer Relationship Management (CRM) concept, understanding the customer emotional needs is one of successful keys for CRM implementation. In order to analyze the applicability of the proposed framework, a case study taken at a brand new elegant shopping mall in Surabaya that involved 100 customers was conducted. Some significant Kansei words as the representatives of customer emotional needs were obtained, such as elegant, believe, cool, wide and curious. These Kansei words have significant correlation with several service attributes, such as: “service given without social status”, “service accuracy”, “responsive employees”, “convenient parking lots”, “attractive events”, and “neat and attractive employees”. Some improvement innitiatives were proposed, including to accelerate the parking lots construction, and to provide a clear directions to the mall access. Theoretically, this study contributes to academic literatures on the relationship between CRM and KE providing in a unified integrated framework. Practically, this research provides a guidance to service managers in collecting and capturing the emotional needs of customers, and investigating what service attributes that are significantly sensitive to the customer emotions. It is, then, to be used as a prioritization tool for continuous improvement or maintenance on service attributes.

Item Type: Article
Uncontrolled Keywords: Kansei Engineering, KE, Customer Relationships Management, CRM, service quality.
Subjects: T Technology > TA Engineering (General). Civil engineering (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Markus Hartono 61124
Date Deposited: 21 Jun 2016 07:57
Last Modified: 21 Jun 2016 07:57
URI: http://repository.ubaya.ac.id/id/eprint/27991

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