The integrative framework of Kansei Engineering and SERVQUAL incorporating CRM applied to services: A case study on hotel services in Surabaya

Hartono, Markus and Meitha, Rosita (2013) The integrative framework of Kansei Engineering and SERVQUAL incorporating CRM applied to services: A case study on hotel services in Surabaya. Proceeding The 2nd International Conference on Industrial Engineering and Service Science. ISSN 23387939

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Understanding customer needs better is a key for the success of customer relationship management (CRM). It may cov-er insight into customer decision-making and information about customers. Essentially, CRM is to understand customer needs so that it may improve a company’s long-term profitability. Lack of customer focus is quite critical to the success of CRM implementation. Specifically, a mechanism for maintaining and developing customer loyalty is a key potential to be taken into account. In short, understanding of customer needs (both functional and emotional) is needed. More importantly, understanding customer emotional needs is vital for predicting and influencing customer purchasing be-havior. Customers today concern themselves more on satisfying their emotions and feelings more on satisfying their emotions than merely their cognition. Some commonly used service quality tools such as quality function deployment (QFD) and SERVQUAL have been applied extensively to services. Many service researchers have successfully used SERVQUAL and other similar scales to measure and improve service quality in a variety of industries. But none have been able to incorporate customers’ emotional needs. Some attention has been given to investigate this. But thus far, there is no formal methodology that can account for customer’s feelings and emotions taking into account CRM in ser-vice design. To fill this niche, this study proposes an integrative framework of Kansei Engineering (KE) and SERVQUAL applied to services. This study uses data from tourists who stayed in hotels in Surabaya to demonstrate the integrative model framework and show how the customer emotional needs can be designed into its hotel services sys-tem.

Item Type: Article
Uncontrolled Keywords: Keywords: Kansei Engineering, SERVQUAL, customer relationship management, CRM, customer emotional needs
Subjects: T Technology > T Technology (General)
Depositing User: Markus Hartono 61124
Date Deposited: 21 Jun 2016 08:07
Last Modified: 22 Jun 2016 02:17

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