Application of Kansei Engineering in Internal Branding: A Fusion Approach  

Oleh:

Rahman, Khandoker Mahmudur

Jenis: Article from Proceeding
Dalam koleksi: ANQ Congress 19-22 October 2010 New Delhi, page 1-10.
Topik: Kansei Engineering; Internal branding; emotion research; sustainable organization.
Fulltext: KM_Rahman_BSTQM_Application_of_Kansei.pdf (145.03KB)

Isi artikel

Kansei engineering, or emotional engineering has been a popular Japanese method to incorporate feeling or sensitivity in product dimension so that the finished product creates the desired emotion in the minds of customers. Many prominent companies all over the world have applied this method in the course of their product design, resulting in sustainable market share and profits. However, in spite of successful application of Kansei engineering in product design and effective branding, this technique has not yet been known to be applied to internal customers, i.e., employees of an organization. This paper finds a legitimate opportunity of applying this technique in this unexplored and hidden area of Kansei application, i.e., internal branding – by helping to design a sustainable organization by taking care of internal customers. This paper employs both qualitative and quantitative exploratory research methods to find out how appropriate it would be to apply Kansei engineering in internal branding, and if it is applicable, what methodology can be applied to implement Kansei engineering in internal branding. A test-case has been taken from service sector to theorize and realize the fusion of these two concepts

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