نوع مقاله : مقاله پژوهشی

نویسندگان

1 استادیار، مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه شیخ بهایی، اصفهان، ایران

2 استادیار، مدیریت بازرگانی، گروه مدیریت، دانشکده علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران

3 کارشناسی ارشد، مدیریت بازرگانی، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه شیخ بهایی، اصفهان، ایران

چکیده

مقدمه: امروزه سازمان‌های مراقبت سلامت، با چالش‌های زیادی در زمینه کیفیت خدمات مواجه هستند. بنابراین، ارزیابی کیفیت خدمات این سازمان‌ها امری ضروری به نظر می‌رسد. مطالعه حاضر با هدف ارزیابی کیفیت خدمات کلینیک‌های تخصصی درمانی شیراز با استفاده از مدل SERVQUAL و تأثیر آن بر واکنش‌های دریافت کنندگان خدمات در سال 1395 انجام شد.روش بررسی: این پژوهش از نوع توصیفی بود و جامعه مورد بررسی آن را مشتریان 6 کلینیک تخصصی درمانی شیراز تشکیل داد. نمونه‌گیری به روش طبقه‌بندی با تعداد 201 نفر صورت گرفت. داده‌ها با کمک پرسش‌نامه محقق ساخته جمع‌آوری گردید و سپس با استفاده از معادلات ساختاری مورد تجزیه و تحلیل قرار گرفت.یافته‌ها: بین انتظارات و ادراک مشتریان از عملکرد کلینیک‌ها بر حسب ابعاد کیفیت خدمات (موارد محسوس، تضمین، همدلی، قابلیت اطمینان و پاسخگویی)، همخوانی وجود داشت. علاوه بر این، تأثیر کیفیت خدمات این کلینیک‌ها بر واکنش‌های دریافت کنندگان خدمات تأیید گردید؛ به گونه‌ای که این تأثیر، 83 درصد واکنش‌های دریافت کنندگان خدمات را تبیین نمود.نتیجه‌گیری: تحلیل داده‌ها برازش مدل را تأیید کرد. مدیران کلینیک‌ها با استفاده از این مدل قادر خواهند بود به ارزیابی کیفیت خدمات ارایه شده بپردازند و همچنین، تأثیر آن بر انواع واکنش‌های دریافت کنندگان خدمات را بررسی و در جهت بهبود ضعف‌ها برنامه‌ریزی نمایند.

کلیدواژه‌ها

عنوان مقاله [English]

Evaluating the Service Quality of Selected Specialized Medical Clinics in Shiraz City, Iran, Using SERVQUAL Model

نویسندگان [English]

  • Zahra Yavari 1
  • Majid Mohammad-Shafiee 2
  • Fatemeh Ghauor 3

1 Assistant Professor, Business Management, Department of Business Management, School of Management, Sheikh Bahaei University, Isfahan, Iran

2 Assistant Professor, Business Management, Department of Management, School of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran

3 MSc, Business Management, Department of Business Management, School of Management, Sheikh Bahaei University, Isfahan, Iran

چکیده [English]

Introduction: Nowadays, health care organizations face many challenges in terms of service quality. Therefore, it is essential to evaluate the quality of services in these organizations. This study aimed to evaluate the quality of service of specialized clinics in Shiraz City, Iran, using SERVQUAL model and specify the effects of service quality on the responses of service recipients during 2016.Methods: This was a descriptive research and the study population included all customers of 6 specialized medical clinics in Shiraz City. The sample size was determined to be 201, using stratified sampling. The data-gathering tool was a researcher-made questionnaire and the data were analyzed using structural equations modeling.Results: There was a congruity between customer expectations and perceptions of clinic performance in terms of the dimensions of service quality (tangibles, assurance, empathy, reliability, and responsiveness). In addition, the impact of service quality of these clinics on the reactions of service recipients was confirmed. This effect could explain 83 percent of service recipients’ reactions.Conclusion: Data analysis confirmed this model. Clinics managers using this model will be able to evaluate the quality of service, specify its effect on service recipients’ responses, and make plans for improvement of weaknesses.

کلیدواژه‌ها [English]

  • Health Services
  • SERVQUAL
  • Perceptions
  1. Mukhtar H, Saeed A, Ata G. Measuring service quality in public sector using SERVQUAL: A case of Punjab Dental Hospital, Lahore. Research on Humanities and Social Sciences 2013; 3(22): 65-70.
  2. Yousapronpaiboon K, Johnson WC. Out-patient service quality perceptions in private Thai hospitals. International Journal of Business and Social Science 2013; 4(2): 57-66.
  3. Martins AL, Carvalho JC, Ramos T, Fael J. Assessing obstetrics perceived service quality at a public hospital. Procedia Soc Behav Sci 2015; 181: 414-22.
  4. Tabibi SJ, Kakhani M, Gohari MR, Shahri S. The relationship between services quality and patient's loyalty in Tehran public and private hospitals: 2009. Hospital 2010; 8(3-4): 35-42. [In Persian].
  5. Abolghasem Gorji H, Tabatabaei S, Akbari A, Sarkhosh S, Khorasan S. Using the service quality gap's model (SERVQUAL) in Imam Khomeini teaching hospital: 2012. J Health Adm 2013; 16(51): 7-18. [In Persian].
  6. Hopsun B, Lugari J. Culture management and customer orientation. Trans. Irannezhad Parisa M. Tehran, Iran: Publications Managers; 2002. p. 42-53. [In Persian].
  7. Rajabipoor Meybodi A, Farid D, Rajabipoor Meybodi T. Evaluation of remedial services quality of hospitals by using SERVQUAL scale (Case study: Educating hospitals dependence to medicine university of Yazd). J Urmia Nurs Midwifery Fac 2009; 7(4): 224-32. [In Persian].
  8. Jenaabadi H, Abili K, Nastiezaie N, Yaghubi Noor M. The gap between perception and expectations of patients of quality of treatment centers in Zahedan by using the SERVQUAL model. Payesh Health Monit 2011; 10(4): 49-457. [In Persian].
  9. Ajam M, Sadeghifar J, Anjomshoa M, Mahmoudi S, Honarvar H, Mousavi S M. Assessing quality of healthcare service by the SERVQUAL model: A case study of a field hospital. J Mil Med 2014; 15(4): 273-9. [In Persian].
  10. Loghmanian MK, Tabibi SJ, Karimi I, Delgoshaei B. Designing a quality assurance model for hospital services in Iran, 2005. J Med Counc I R Iran 2007; 25(3): 299-308. [In Persian].
  11. Ranjbariyan B, Soltaniyan M. How to set up a system for handling customer complaints and suggestions in line with customer service strategy. Proceedings of the 1st Transformation Seminar; 2001 Sep. 21-22; Boushehr, Iran. [In Persian].
  12. Kitapci O, Akdogan C, Dortyol IT. The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia Soc Behav Sci 2014; 148: 161-9.
  13. Basfirinci C, Mitra A. A cross cultural investigation of airlines service quality through integration of SERVQUAL and the Kano model. J Air Transp Manag 2015; 42: 239-48.
  14. Peprah AA, Atarah BA. Assessing patient's satisfaction using SERVQUAL Model: A case of Sunyani regional hospital, Ghana. Int J Bus Manag Soc Res 2014; 4(2): 133-43.
  15. Ghobadian A, Speller S, Jones M. Service quality: Concepts and models. Int J Qual Reliab Manag 1994; 11(9): 43-66.
  16. Kavosi MR, Saghaei A. Customer satisfaction measurement methods. Tehran, Iran: Ame Publications; 2005. p. 459. [In Persian].
  17. Bagozzi RP, Tybout AM, Craig CS, Sternthal B. The construct validity of the tripartite classification of attitudes. J Mark Res 1979; 16(1): 88-95.
  18. Mohebbifar R, Zahedifar F, Ghanati E, Kiaei MZ, Khosravizadeh O. Quality standards and its compatibility rating prioritizing: The viewpoint of providers and recipients of hospital services in Iran. J Health Man & Info 2016; 3(3): 74-81.
  19. Marzban S, Najafi M, Etedal M, Moradi S, Rajaee R. The evaluation of outpatient quality services in physiotherapy in the teaching health centers of Shahid Beheshti University based on SERVQUAL tools. European Journal of Biology and Medical Science Research 2015; 3(3): 46-53.
  20. Bangoli A, Ahmadikahnali R, Hoseinian Nodushan SK. Evaluating hospital service quality through using FAHP. Journal of Modern Medical Information Sciences 2016; 2(2): 27-35. [In Persian].
  21. Li M, Lowrie DB, Huang CY, Lu XC, Zhu YC, Wu XH, et al. Evaluating patients' perception of service quality at hospitals in nine Chinese cities by use of the SERVQUAL scale. Asian Pac J Trop Biomed 2015; 5(6): 497-504.
  22. Sathiyaseelan T, Athula WK, Gnanapala C. Service quality and patients' satisfaction on ayurvedic health services. J Mark Res 2015; 1(3): 158-66.
  23. Thiakarajan A, Sindhuja A, Krishnaraj R. Service quality in hospitals at Chennai. Int J Pharm Sci Rev Res 2015; 34(1): 238-42.
  24. Umath B, Marwah AK, Soni M. Measurement of service quality in health care industry using SERVQUAL model: A case of select hospitals. International Journal of Management and Social Sciences Research 2015; 4(1): 52-7.
  25. Fornell C, Larcker DF. Evaluating structural equation models with unobservable variables and measurement error. J Mark Res 1981; 18(1): 39-50.
  26. Nunnally JC. Psychometric theory. New York, NY: McGraw-Hill; 1978.
  27. Mohsenin S, Esfidani M. Structural equation modeling based on partial least squares using Smart PLS. Tehran, Iran: Mehraban Publications; 2014. p. 208. [In Persian].
  28. Bahadori MK, Abdi M, Teimourzadeh E, Ayoubian A, Yaghoubi M. Assessment of quality transportation services at a military medical center based on SERVQUAL model. J Mil Med 2013; 15(3): 177-83. [In Persian].
  29. Jabraeily M, Rahimi B, Khodayari R, Goli Farhodi G, Mohamadi A. Assessment of inpatient satisfaction with quality services in training centers of Urmia University of Medical Sciences with the SERVEQUAL model. Iran Health Information Management 2012; 7(2): 19-24. [In Persian].
  30. Purcarea VL, Gheorghe IR, Petrescu CM. The assessment of perceived service quality of public health care services in Romania using the SERVQUAL scale. Procedia Econ Financ 2013; 6: 573-85.
  31. Sina K, Babai Shibabandani M, Nadi Ghara A. Factors influencing the inpatients' satisfaction based on the SERVQUAL model. J Mazandaran Univ Med Sci 2015; 24(121): 299-308. [In Persian].
  32. Mirghafoori H, Zare Ahmadabadi H. Analysis of the service quality of medical centers using SERVQUAL model (Case: Shaheed Rahnemoon Hospital). J Shaheed Sadoughi Univ Med Sci 2007; 15(2): 84-92. [In Persian].
  33. Sabahi-Bidgoli M, Mousavi GA, Kebriaei A, Seyyedi SH, Shahri S, Atharizadeh M. The quality of hospital services in Kashan educational hospitals during 2008-9: The patients' viewpoint. Feyz 2011; 15(2): 146-52. [In Persian].