Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Affective quality improving method for service fields by analysing customers' affective sensory responses

감성적 감각반응 분석을 통한 서비스 감성품질 제고 방법

  • Choe, Jaeho (Dept. of Industrial & Management Engineering, Daejin University) ;
  • Park, Sungjoon (Dept. of Industrial & Management Engineering, Namseoul University)
  • 최재호 (대진대학교 산업경영공학과) ;
  • 박성준 (남서울대학교 산업경영공학과)
  • Received : 2016.11.18
  • Accepted : 2016.12.07
  • Published : 2016.12.31
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Abstract

Purpose: The purpose of this study was to propose the useful method to improve service affective quality by analyzing customer's service experiences and evaluating the satisfaction of the affective sensual responses to physical stimulus. Methods: While customers were experiencing the service, the customers evaluated the subjective satisfaction for the visual, auditory, tactile, olfactory and gustatory senses on a scale of -3 to 3 at each stage of the service process. The customers described the positive and negative feelings about each sensory stimulus, and explained the reason for the subjective evaluation scores. After experiencing the whole service, customers evaluated the affective quality of the whole service. Results: The proposed method was applied to coffee shops. 35 male and female college students were evaluated for 15 coffee shops in Korea. Multiple regression analysis revealed that auditory and olfactory senses had a greater impact on service affective satisfaction than other senses. Conclusion: This method is useful to identify the factors that affect customer's affective quality and to find the target to improve physical environment more easily than existing methods.

Keywords

References

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