| Purpose: Although numerous articles emphasize the importance of servicescape, methodological approaches to understand and reflect affective needs of customer and employees to the design of the servicescapes have not been fully captured by the existing studies. The aim of the paper is twofold. First is to discuss the role of affective engineering for servicescape design and second is to explain the underlying structure of Kansei (feeling) and related design attribute interactions based on design of experiments modelling.
Methodology/Approach: In this research, the Affective (Kansei) Engineering is proposed to examine the interaction between servicescape design attributes that may affect affective values for the service itself and the service provider. Further a case study is presented applying Affective engineering to identify and design a certain feeling found as important for a servicescape environment.
Findings: The role of Affective Engineering methodology is discussed in a framework for management on how the servicescape be designed to distinguish between functional and affective dimensions (Kansei) of the servicescape and to show how the two dimensions interact. It is suggested that interaction between designs attributes need to be considered to understand and reflect human feelings in servicescape design.
Research limitations/implications- This paper discusses a framework on integrating Affective Engineering methodology.
Practical implications: This study provides useful insights for integration of affective needs for design of physical surroundings of services.
Originality/value-This paper makes an original contribution to propose Affective Engineering methodology for management considerations on design of servicescapes. | 
Ph.D., Lic. Theses
