Bussiness online has grown fast in recent months because more and more customers engage in internet shopping. With increasing market competition, it is not sufficient for PT. Express Transindo Utama to solely rely on continuous improvement in order to maintain and develop their competitive edge. There is a need to begin a strategic move towards innovation, and this could be done by carefully listening to customer latent needs (emotional needs). Kansei Engineering (KE) has shown superiority in investigating and modelling customer emotion for product development. In dealing with customer needs, service quality tools such as SERVQUAL and KANO have been applied extensively, but none have been able to
incorporate and model customer emotional needs. To fill this niche, this study proposes an integrated approach involving KE, KANO and Refined IVA KANO-HWWP. The approach aims to help organizations to identify services attributes and Kansei words related to customer satisfaction, to evaluate customer satisfaction, to determine priority orders of service attributes, and to analyze the proposal may be considered by the organization for service excellence development. This research resulted several plans that need to be done, they are safety education program, customer service basic, routine maintenance, developing online booking system, and held an insurance program for passenger. |