Affective Engineering in Services: a Way to More Human-Centric Approach

Hartono, Markus (2022) Affective Engineering in Services: a Way to More Human-Centric Approach. In: The Second Asia Pacific International Conference on Industrial Engineering and Operations Management Surakarta, Indonesia, September 14-16, 2021, September 14-16, 2021, Surakarta, Indonesia (Online).

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Affective Engineering (AE) or Kansei Engineering (KE) in services proposes a new approach in designing service excellence taking into account human emotional needs and satisfaction. It highlights that affect or emotion or known as Kansei will complement another side of human characteristic (called as cognition) in experiencing service offerings and giving feedback of them. Recent study shows that affect is found to be more dominant than cognition. Through both cognition and affect, the perception of service offerings will be complete. Some examples are provided, such as, Dunkin’s Donuts flavor radio – chain releases coffee scent when ads play in South Korea, Kansei-based design for Mazda Miata (Jinba Ittai) and luxury hotel services incorporating cultural differences. All case studies promote how emotional needs (Kansei) are incorporated and manifested in both product and service design. Apart from cognition with full of functionality and usability, affect will lead to quicker decision and customer loyalty. This article highlights the role of affect in human-service engineering area.

Item Type: Conference or Workshop Item (Paper)
Subjects: T Technology > TA Engineering (General). Civil engineering (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Markus Hartono 61124
Date Deposited: 05 Apr 2022 20:56
Last Modified: 24 Oct 2023 06:07

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