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Applying big data analytics to support Kansei engineering for hotel service development
(2019-02-04)
Chen, Mu-Chen
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Hsiao, Yu-Hsiang
;
Chang, Kuo-Chien
;
Lin, Ming-Ke
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運輸與物流管理系註：原交通所+運管所
Purpose Leisure and tourism activities have proliferated and become important parts of modern life, and the hotel industry plays a necessary role in the supply for and demand from consumers. The purpose of this paper is to develop guidelines for hotel service development by applying a service development approach integrating Kansei engineering and text mining. Design/methodology/approach The online reviews represent the voice of customers regarding the products and services. Consumers' online comments might become a key factor for consumers choosing hotels when planning their tourism itinerary. With the framework of Kansei engineering, this paper adopts text mining to extract the sets of Kansei words and hotel service characteristics from the online contents as well as the relationships among Kansei words, service characteristics and these two sets. The relationships are generated by using link analysis, and then the guidelines for hotel service development are proposed based on the obtained relationships. Findings The results of the present research can provide the hotel industry a comprehensive understanding of hotels' customers opinions, and can offer specific advice on how to differentiate one's products and services from competitors' in order to improve customer satisfaction and increase hotels' performance in the end. Finally, this study finds out the service development guidelines to meet customers' requirements which can provide suggestions for hotel managers. The implications both for academic and industry are also drawn based on the obtained results. Originality/value Now, in the internet era, consumers can comment on their hotel living experience directly through the internet. The large amount of user-generated content (UGC) provided by consumers also provides chances for the hospitality industry to understand consumers' opinions through online review mining. The UGC with consumers' opinions to hotel services can be continuously collected and analyzed by hoteliers. Therefore, this paper demonstrates how to apply the hybrid approach integrating Kansei engineering and online review mining to hotel service development.
Kansei Engineering with Online Review Mining for Hotel Service Development
(2017-01-01)
Hsiao, Yu-Hsiang
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Chen, Mu-Chen
;
Lin, Ming-Ke
;
運輸與物流管理系註：原交通所+運管所
;
Department of Transportation and Logistics Management
In the Internet era, consumers can comment on their hotel living experience directly through the Internet. Thus, consumers' online comments might become a key factor for consumers choosing hotels when planning their tourism itinerary. The large amount of User-Generated Content (UGC) provided by the consumers has also provided chances for the hospitality industry to consumer behavior statistic inferences. This study applies Kansei engineering combined with text mining to develop guidelines for hotel services to help managers meet consumers' Kansei needs. Through understanding consumers' online comments by text mining, this study identifies the most important customer Kansei and hotel service characteristics, and then analyzes the relationships between them. The finds can provide suggestions for hotel service improvement and development.
Combining rough set theory with fuzzy cognitive pairwise rating to construct a novel framework for developing multi-functional tablets
(2018-01-01)
Wang, Chih-Hsuan
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工業工程與管理學系
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Department of Industrial Engineering and Management
To survive in a fiercely competitive market, global companies must effectively capture user requirements, perceptions, and preferences and efficiently convert them into attractive product design and development. Compared to functional or technical features, affective or ergonomic features can exert more influence on satisfying diverse consumers and accommodating a product to a wide range of usage. In practice, a quantitative approach to transform vague user perceptions of affective features into innovative products is necessary. In this study, a novel framework is proposed to help practitioners achieve the following goals. Initially, Kansei engineering (KE) is integrated with the theory of inventive problem solving (TRIZ) to accomplish systematic innovation. Secondly, to accomplish product planning, rough set theory (RST) is used to derive decision rules that can relate user perceptions to demographic variables (i.e. age, gender, and occupation). Finally, to accomplish product recommendation, fuzzy cognitive pairwise rating (FCPR) is applied to quantify user preference. In summary, the presented framework is effective to construct a product platform for developing innovative tablets and efficient to derive insightful decision rules for targeting the ad-hoc user groups.
Logistics service design for cross-border E-commerce using Kansei engineering with text-mining-based online content analysis
(2017-07-01)
Hsiao, Yu-Hsiang
;
Chen, Mu-Chen
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Liao, Wei-Chien
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運輸與物流管理系註：原交通所+運管所
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Department of Transportation and Logistics Management
With the rapid development of cross-border e-commerce, the demand for and importance of cross-border logistics service (CBLS) also increase. A satisfactory CBLS can help promote business activities in cross-border e-commerce. Because customers' logistical needs are increasingly complex and the logistics market is increasingly competitive, a CBLS provider has to be devoted to continually improving and differentiating services to maintain its competitive advantage. Kansei engineering (ICE) is an approach to design the elements which satisfy customers' affective and emotional perceptions into services and products. In this study, the ICE approach is applied to derive ideas for the development of CBLS. For this purpose, Partial Least Squares (PLS) is used to analyze the relationships between the feelings of customers and service elements of CBLS. Moreover, this study demonstrates the applications of text mining techniques to analyze the online contents regarding CBLS. Online content mining assists in identifying the service elements and Kansei words for CBLS. Importantly, the relationship between the feelings of customers and service elements of CBLS obtained by online content mining provides complementary results for CBLS design. Relevance to industry: this study offers an exemplification on applying the integration of Kansei engineering and online content analysis to obtain ideas for the process Kansei design in service industry. Our findings imply that in addition to conventional customer survey, user generated online content analysis should be effective way of catching customer-oriented design elements; they provide complementary effects for Kansei design. (C) 2016 Elsevier Ltd. All rights reserved.
Relationship between eye fixation patterns and Kansei evaluation of 3D chair forms
(2017-12-01)
Hsu, Chun-Cheng
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Fann, Shih-Cheng
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Chuang, Ming-Chuen
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應用藝術研究所
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Institute of Applied Arts
Understanding how to induce Kansei (emotion or affect) in consumers through form is critical in product design and development. Conventional Kansei evaluations, which involve subjectively evaluating the overall form of a product, do not clarify the effects of the individual parts of a product on people's Kansei evaluation. A microscale analysis of eye movement of people looking at product form may redeem this flaw in subjective evaluation. However, simultaneously recording eye movement when people making Kansei evaluation is challenging, previous studies have typically investigated either the relationship between form and eye movement or the relationship between form and Kansei separately. The eye movement of people while performing Kansei evaluations on product forms still has not been clarified. To address this issue, the present study used an eye tracking system to analyze the changes in the fixation points of people performing various Kansei evaluations. Twenty participants were recruited for 8 Kansei evaluations on the form of 16 chairs by using the semantic differential (SD) rating, while their eye movements on these evaluations were tracked simultaneously. Through factor analysis on the data of Kansei evaluations, two principal factors, valence (pleasure) and arousal, were extracted from the 8 Kansei scales to constitute a Kansei plane which is compatible to Russell's circumplex model (plane) of affect By adopting the factor scores of the 16 chairs as coordinates, the 16 chairs were mapped into the Kansei plane. Further analysis on the eye fixation on the chairs located in this plane concluded the following results: (a) Pleasure had a more significant effect on the participants' visual attention compared to arousal; the participants required more fixation points when evaluating the chair form that induced displeasure. (b) The participants typically fixated on two parts of the chairs during their Kansei evaluations, namely the seat and the backrest, indicating that seats and backrests are the two primary features people consider when evaluating chairs. The results clarify the effect of various Kansei on eye movements; thereby enable predicting people's Kansei evaluations of product forms through analyzing their eye movement. (C) 2017 Elsevier B.V. All rights reserved.
Integrating affective features with engineering features to seek the optimal product varieties with respect to the niche segments
(2017-08-01)
Wang, Chih-Hsuan
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Chin, Hsin-Tze
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工業工程與管理學系
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Department of Industrial Engineering and Management
In recent years, the popularity of smart phones substantially leads to poor sales of the low-end digital cameras. One of the most astounding industry news is Kodak's bankruptcy in 2011 although Kodak was a pioneer in the field of digital still cameras. In reality, not only functional capability but also affective design can influence user purchase intentions on consumer electronics. In this paper, both affective features (AFs), and engineering features (EFs) are considered to achieve successful product planning. In particular, two critical issues are addressed: (1) market partitioning and (2) product differentiation. Initially, Kansei engineering is employed to capture user attitude toward AFs. Then, a classification tree is constructed to carry out effective market partitioning. Secondly, correspondence analysis is applied to capture user perceptions of EFs for identifying the core features that best characterize distinct market segments. Finally, VIKOR (VIseICriterijumska Optimizacija I Kompromisno Resenje) ranldng is conducted to prioritize various product portfolios to accomplish product differentiation. In summary, the presented framework can help industrial practitioners transform diverse customer requirements into attractive alternatives while keep controllable manufacturing costs. (C) 2016 Elsevier Ltd. All rights reserved.
Analyzing the perception of Chinese melodic imagery and its application to automated composition
(2016-07)
Huang, Chih-Fang
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Lian, Yu-Shian
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Nien, Wei-Po
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Chieng, Wei-Hua
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機械工程學系
This study investigated the influence of two music elements, mode and rhythm, on melodic imagery. By modulating different parameters of mode and rhythm, this study produced various melody samples. Kansei engineering was adopted as a research method for designing the experimental process. A set of music assessment rules was established by regularizing the existing modes and rhythms and analyzing and comparing their differences. The results were applied to automated composition in order to develop a comprehensive automated composition system. Before the hearing experiment, 39 adjective pairs were selected for the survey of melodic imagery by reviewing literature and engaging in discussions with experts. A Markov chain was adopted for analyzing the current modal music to establish a Markov switching table for the Chinese pentatonic scale, and metrical complexity was used for generating rhythms. Finally, 30 music samples were produced using the automated composition system by applying the various combinations of modes and rhythms. The hearing experiment was conducted on 35 participants for examining their perception of melodic imagery. Item analysis and a reliability test were performed on the experimental data for eliminating invalid samples and items. Thus, 14 adjective pairs with a Cronbach\'s alpha of 0.887 were obtained, indicating favorable reliability. In addition, this study involved conducting factor analysis and extracting three imagery factors, namely passionate-apathetic, beautiful-ugly, and romantic-rigid. Subsequently, multivariate analysis of variance was conducted in this study for determining the relationship between modes and metrical complexity and the 14 adjective pairs, and the estimated means were calculated. Multidimensional scaling was adopted for producing a two-dimensional perceptual map for the construction of a database. The experimental results of this study showed that modes and rhythms in music can effectively help musicians or computer composition systems compose melodies that create various perceptual imageries.
Kansei Engineering with Online Content Mining for Cross-Border Logistics Service Design
(2016)
Hsiao, Hsiang
;
Chen, Mu-Chen
;
運輸與物流管理系註：原交通所+運管所
;
Department of Transportation and Logistics Management
A satisfactory cross-border logistics service (CBLS) can help promote business activities in cross-border e-commerce. Kansei engineering (KE) is an approach to design the elements which satisfy customers\' affective and emotional perceptions into services and products. In this study, the KE approach is applied to derive ideas for the development of CBLS. For this purpose, Partial Least Squares (PLS) is used to analyze the relationships between the feelings of customers and service elements of CBLS. Moreover, this study demonstrates the applications of text mining techniques to analyze the online contents regarding CBLS. Online content mining assists in identifying the service elements and Kansei words for CBLS. Importantly, the relationship between the feelings of customers and service elements of CBLS obtained by online content mining provides complementary results for CBLS design.
Applying Kansei engineering to design logistics services - A case of home delivery service
(2015-07-01)
Chen, Mu-Chen
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Hsu, Chia-Lin
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Chang, Kuo-Chien
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Chou, Man-Chi
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運輸與物流管理系註：原交通所+運管所
Home delivery service (HDS) has grown fast in recent years because more and more customers engage in Internet and television shopping. Moreover, due to the rising competition in the HDS sector, service providers need to put more concentration on the continual improvement and differentiation of service to maintain the competitive advantage. After experiencing the current services, customers are always expecting the new ones. Thus, the idea of new service design never ends. Designers always have to insight into the real feelings of customers so that they could design the new service, which is able to meet customers\' expectation. Kansei engineering is a means to transform real voices of customers into the product and service design. This method is able to quantify the relationship between feelings represented by simple words and design elements. In this study, the Partial Least Square (PLS) is used to analyze the relationships between the real feelings of customers and characteristics of HDS. Finally, this study combines those characteristics, which are strongly related to important feelings, to obtain the original idea of new design of HDS. Relevance to industry: As stated in this abstract, our study offers an exemplification on applying Kansei engineering to design service in service industries. Specifically, along with the application of Kansei engineering, the research findings offer a technique for service design of service industries. (C) 2015 Elsevier B.V. All rights reserved.
Applying a Kansei engineering-based logistics service design approach to developing international express services
(2015-01-01)
Chen, Mu-Chen
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Chang, Kuo-Chien
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Hsu, Chia-Lin
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Xiao, Jia-Hau
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運輸與物流管理系註：原交通所+運管所
Purpose - To obtain a competitive advantage in the logistics market, international express companies should design services to stimulate customers\' usage intention by understanding customers\' affective perceptions (or in Japanese, Kansei) of the service offerings. Thus, the purpose of this paper is to analyze the relationships among the service elements of international express, customer Kansei perceptions, and intentions to use the service, to provide new ideas for the design of international express services (IESs). Design/methodology/approach - By using Kansei engineering approach, customers\' Kansei perceptions related to elements of IES are first determined, and the logistic regression technique is then used to analyze three constructed models based on the relationships among the service elements of international express, customers\' Kansei perceptions, and usage intention. Findings - Accordingly, five critical service elements that correspond to four vital Kansei words related to usage intention were obtained based on cross-comparisons of the results of three models. The findings have important implications for international express managers, in that the priorities in designing services should be those service elements that favorably elicit certain Kansei perceptions among customers and effectively lead to customers\' usage intention in the pre-purchase phase. Moreover, some important missing Kansei perceptions further derived from customers\' real service experiences in the post-purchase stage should be incorporated into future design considerations. Originality/value - This study incorporated customers\' Kansei perceptions into the procedure of IES design. By understanding the service elements and feelings that customers deem important, international express companies can improve the content of existing services and strengthen the design of new services to increase customers\' behavioral intentions.

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