| The objective of this research is to determine the service improvement priority based on pessangers judgements and experiences on service quality in a commuter line. A powerful integrated model was developed to acquire accurate critical service attributes and their priority ranks that can promote passengers satisfaction and loyalty. A model was proposed based on passengers perspective by integrating kansei engineering, structural equation model (SEM) and Kano models.Kansei engi neering has shown its superiority in investigating and modelling customer emotion. In dealing with customer needs, service quality tool such as kano model have been applied extensively. As a result of the study are evaluated for developing a customer strategy improvement tool considering method outcomes. |