Kansei-based Mining and Robust Design for Internet Service Provider

Customer emotional satisfaction (known as Kansei) and retention is deemed to be vital for all service businesses including for the high-tech services such as Internet Service Providers (ISPs). Functionality and usability attributes such as network quality and connection speed are regarded as basic requirement. However, there has been little attention and academic research to evaluate the importance of perceived ISPs' service quality on customer emotional need and satisfaction (Kansei). Hence, more Kansei-based offerings are required as more service performance and delivery to obtain customer emotional satisfaction. Moreover, due to customer dynamics, more representative Kansei and robust solution are expected. This study discusses how Kansei-based mining design is proposed and enhanced by Taguchi methodology for robustness of improvement strategy. Both theoretical and practical implications are discussed.