How Kano’s Performance Mediates Perceived SERVQUAL Impact on Kansei

Through Kansei Engineering (KE) methodology in services, the perceived service quality shows a direct impact on Kansei response. In order to strengthen the KE methodology, Kano model is embedded considering the attractive [A] and one-dimensional [O] performances. However, to what extent the Kano performance brings significant impact on Kansei is questionable and has not been explored yet. It is beneficial to measure the effort spent to improve a certain service attribute, considering the Kano performance and its impact on Kansei. This study on logistics services confirms that the Kano's attractive category [A] shows the highest impact on Kansei (with loading of 0.502), followed by one-dimensional [O] and must-be [M] ones (with loadings of 0.514 and 0.507), respectively. The service provider should prioritize Kano's [A] service attributes first for improvement.