日本感性工学会論文誌
Online ISSN : 1884-5258
ISSN-L : 1884-0833
原著論文
小売業における消費者の業態別選考要素の分析
-感性工学的手法による顧客ニーズの抽出-
正木 克弘高橋 拓也佐藤 美恵春日 正男
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ジャーナル フリー

2011 年 10 巻 4 号 p. 457-464

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How can customer satisfaction be improved in order to gain a competitive advantage? To begin to answer this question, one must look first at the needs of the customer and what they expect from an enterprise. This research aims to establish emerging trends in customer needs and by extension provide market indicators, which will guide marketing strategies for small-and-medium-sized companies. This analysis will focus on retail trade. Consumers were requested to select an enterprise based on the type of business, and their integrated satisfaction ratings for the enterprise and element requested were investigated. We then analyzed the correlation between those variables by applying the technique of KANSEI engineering. Finally, we examined the selection criteria used by the consumer based on the type of business they were evaluating.

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© 2011 日本感性工学会
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