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http://dx.doi.org/10.7469/JKSQM.2016.44.4.897

Affective quality improving method for service fields by analysing customers' affective sensory responses  

Choe, Jaeho (Dept. of Industrial & Management Engineering, Daejin University)
Park, Sungjoon (Dept. of Industrial & Management Engineering, Namseoul University)
Publication Information
Journal of Korean Society for Quality Management / v.44, no.4, 2016 , pp. 897-906 More about this Journal
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
Service Affective Quality; Customer Satisfaction; Affective Sensory Response;
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Times Cited By KSCI : 2  (Citation Analysis)
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