INCORPORATING KANSEI ENGINEERING INTO SERVICE QUALITY TOOLS TO IMPROVE THE AIRLINE SERVICES

The aviation industry in Indonesia continues to grow rapidly in the recent years. In 2015, ASEAN Open Sky, the policy of liberalization of air transportation in Southeast Asia was applied and opened the airspace between fellow members of ASEAN countries. Kansei Engineering identifies the design elements that could affect to consumers satisfaction. Integrating SERVQUAL and Kano model can characterize the service attributes, and while the service attributes derived from Kansei words has been known, the Quality Function Deployment would be a suitable quality tool and beneficial in the development and to prioritize the service attributes. Integrating those service quality tools can close the gap between perceived quality of services and also estimate the existing and future emotional needs of customers. This research aims to develop the strategy for Airline X in order to improve their service quality based on the attractive service attributes and affected Kansei words. The result of the research is the action plans to improve the service quality of Airline X, such as: airlines alliances, classes of seats, brand identity, modern information system, and expert consultation