Improving service quality of hospital front office using an integrated Kano model and quality function deployment

Purpose: The aims of this study are twofold: first, it attempts to investigate service attributes in\uda hospital front office; and second, to identify strategies to improve those service attributes.\udDesign/methodology: This study used integration of Quality Function Deployment and\udKano Model. The research instrument, which takes the SERVQUAL model as its starting point,\udwas developed using a comprehensive set of techniques, including a literature review of relevant\udtopics, interviews and focus group discussions. Using a sample of 140 customers of an\udinternational hospital situated in Yogyakarta, Indonesia, 14 service attributes required by\udcustomers were identified. The attributes, which were further categorised into 5 attractive, 4\udone-dimensional and 5 ‘must-be’ attributes, were analysed using the Kano Model.\udFindings: Using the integrated QFD and Kano Model, the service attributes needed for\udimprovement were identified. The results are different from those when the company used\udeither SERVQUAL or QFD alone. This study also reveals that benchmarking with competitor\udmight produce misleading results. The results are different when the analysis combined a\udcomprehensive method of QFD and Kano Model.\udPractical implications: Service providers will benefit from the findings of this study, as both\udthe service attributes and technical requirements that require improvement as a priority are\udidentified.Originality/value: It is the first time that front office quality of hospital is examined using\udintegrated method of SERVQUAL, QFD and Kano Model. The recommendations proposed\udfrom this comprehensive method offer novel solution that has never been found in existing\udstudy.Peer Reviewe