تعیین ترکیب بهینه‌ی مشتریان بر مبناي الگوی Kano و با استفاده از برنامه‌ريزي آرماني– با مطالعه‌ی موردي در بيمارستان الزهرای (س) اصفهان

Abstract

Introduction: Nowadays, organizations perform segmentation of their customers in order to 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: Satisfaction; Clients; Quality of Health Care; Planning; Kano Model