Determining the Optimal Combination of Customers Based on Kano Model and Ideal Programming Using a Case Study in Al-Zahra Hospital, Isfahan, Iran*

Document Type : Original Article

Authors
Arash Shahin 1
Mahmoud Ahmadiazar 2
1 Assistant Professor, Management, The University of Isfahan, Isfahan, Iran
2 MSc Student, Industrial Management, The University of Isfahan, Isfahan, Iran
Abstract
maximize profits and minimize costs. However, in addition to segmentation, an optimal
combination of the customers, i.e. the number of the customers or their percentage, is required to
be specified in order to invest on development of products and services. In this study, by
maximizing the customers’ satisfaction, we measured the optimal combination of the clients.
Therefore, this study aimed to identify a method of deciding on the optimal combination of the
customers based on the Kano Model and ideal programming.
Methods: In terms of objectives, this study was developmental and applied; with regard to data
collection time, it was a cross-sectional survey; and in terms of nature of the data, the study was a
qualitative and descriptive investigation. Based on literature review concerning costumers’
satisfaction, logical frameworks for maximizing customers’ satisfaction in addition to the
hierarchical dimensions of the quality of services were evaluated. In order to maximize the
customers’ satisfaction, an ideal programming model has been used. The proposed model
indicated the maximization of the customers’ satisfaction in which the hierarchical dimensions of
the quality of services have been considered based on Kano model. Furthermore, the dimensions
of the quality of services constitute the constraints of the model of which the decision-making
variables coefficients have been calculated through the Kano standard questionnaire and
customers’ satisfaction maximization. A standard questionnaire was designed and completed by
the participants in the cardiology clinic of Al-Zahra Hospital, Isfahan, Iran. The study subjects
(n = 196) were randomly selected among the patients who had referred to the above mentioned
clinic during August and November 2010. Validity and reliability of the questionnaires were
evaluated using content validity and Cronbach’s alpha coefficient.
Results: WinQSB (windows for qualitative system for business) software was used to analyze
the data. The findings indicated that the proposed approach is able to specify the optimal
combination of the patients. Thirty-four percent of the patients suffered from myocardial
infarction (MI) and 66 percent were patients with valvular heart disease.
Conclusion: In general, the findings of the present study were effectiveness in customers’
segmentation, planning to provide appropriate services compatible with different customers’
needs and increased positive outcomes by hospital.

Keywords

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Health Information Management
Volume 9, Issue 4
September and October 2012
Pages 525-538