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To provide high-quality service, it is necessary to emphasize customers’ emotional needs. It is necessary to determine the priority strategy for service attributes owing to limited resources and different relative levels of influence on customer perception. Therefore, this study proposed a service design framework based on the Kansei Engineering (KE) and Kano models to design services oriented toward customer perception. In the modeling analysis stage, the partial least squares algorithm and decision tree mining were used to construct a relationship model between service perception and attribute, and use the intention model. Finally, the in-flight service of a Chinese airline was considered as an application case study. The results obtained thus revealed a relationship between perception and service attributes, and their influence on customers’ intentions. These validated the proposed method and provided new concepts for service design.

Integrated Framework of Kansei Engineering and Kano Model Applied to Service Design