Applying a Kansei engineering-based logistics service design approach to developing international express services

Mu-Chen Chen, Kuo Chien Chang*, Chia Lin Hsu, Jia Hau Xiao

*Corresponding author for this work

Research output: Contribution to journalArticle

17 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)618-646
Number of pages29
JournalInternational Journal of Physical Distribution and Logistics Management
Volume45
Issue number6
DOIs
StatePublished - 6 Jul 2015

Keywords

  • Customer service survey
  • Express logistics
  • International expeditors
  • Kansei
  • Kansei engineering
  • Logistics service quality
  • Repurchase intentions

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