Customer Choice-Behavior Modeling Applied to Kansei Engineering

We introduced the customer choice-behavior modeling for telecommunications services and showed the case study of the developed mobile-carrier choice model. We proposed a new customer choice-behavior model to be applied to kansei engineering. This modeling is an effective way to decide the specifications of products including kansei factors. In the survey for the modeling, a customer evaluates only the product totally without evaluation for the factors. The satisfaction probability for the product can be obtained in the modeling of which the choice set is defined by satisfaction or not. It is shown that it is easy to understand the relation between the satisfaction level and the product attributes to design them.