| Products And Services Of Similar Quality Are Ubiquitous In Today’s Global Market. Basically, Functionality And Usability Alone Are No Longer Prominent Success Factors In Product And Service Sales Because Customers Today Concern Themselves More On Satisfying Their Emotions. Kansei Engineering (KE) Has Shown Its Superiority In Investigating And Modeling Customer Emotion. KE Is A Product Development Tool Used To Identify User’s Perceptions And Find Quantitative Relationships Between Their Subjective Responses And Design Features. This Paper Proposes The Use Of KE And Refined Kano’s Model To Analyze The Impact Of Different Subjective Attributes On Consumers’ Satisfaction And Purchase Decisions. In The First Stage, Likert Scale Is Used To Measure The Subjective Component Of The Emotional State. In The Second Stage, Regression Analysis And Kano’s Model Are Used To Define The Relative Weight Of Each Emotional Attribute. This Paper Shows That There Are Five Attributes Which Are Related To Customers’ Emotions Regarding Casual Dining Restaurant Design. However, Only Four Attributes That Result In Customers’ Satisfaction. |