The health care industry is one of the rapid growth industries in Thailand. Thai government has promoted and set a strategic policy to by “Medical Hub of Asia”since 2004. Therefore the chief executive officers of many hospitals have determined strategies to improve their service quality because of the global competition. Service competition. Service quality which refers to customer perceptions of the service process has been considered. Sansei Engineering can be the best tool for translating customer perceptions and emotions to the psychical desire attributes. This study conducted sansei engineering and service quality to analyze the relationships between service quality and customer’s emotion and feeling. The decision making trial and evaluation laboratory (DEMATEL) was employed to constructs the cause-effect relationship of criteria of the model that can be described complexity of causal relationships. The results show that tangible and empathy are the key factors that should be considered as the first priority for improving by public hospitals directors. Sponso Rajamangala University of Technology Phra Nakhon

Kansei engineering or effective engineering is an important product development methodology in which users’ or customers’ feelings and demands on the product are translated into important parameters for product design. On the other hand effective engineering is an application of users’ opinion mood and feelings in product design which seems to guarantee that the product will meet the demand of customers. This idea was first developed in early 1970s in Japan. Now it is widely used in both Asian countries such as Japan Korea Taiwan and European countries such as Sweden Spain and France. It is widely used in various fields like applied science and psychological science. This paper discusses the application of Kansei engineering in various daily-used products in both Japanese and Western lifestyles. The perspectives presented in this article are based on the authors’ engineering knowledge.