Integrating Kansei Engineering and Importance Performance Analysis as a Framework for Café Service Quality Evaluation

This study aims to evaluate the service quality of a café by considering customers’ emotional perceptions and satisfaction through the integration of Kansei Engineering (KE) and Importance Performance Analysis (IPA). Kansei words were identified from literature references and validated by experts to ensure their relevance to service attributes, while data were collected from 99 customer respondents using questionnaires measuring importance and performance levels. The IPA analysis revealed several attributes located in Quadrant I (priority for improvement), including staff responsiveness, environmental safety, food and beverage hygiene, staff attentiveness during peak hours, and transaction security. The findings highlight that the integration of KE and IPA can serve as a systematic evaluation tool for mapping service attributes based on emotional perceptions and performance gaps, enabling managers to identify priority areas for improvement and design more targeted strategies. Academically, this study contributes to the advancement of emotion-based methodologies in service quality evaluation, while practically offering a framework to enhance customer satisfaction, foster loyalty, and strengthen competitive advantage.