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quality function deployment and the development of a total quality ...

quality function deployment and the development of a total quality ...

International Journal

International Journal of Applied Strategic Management: Volume 1 Issue 1Results of the Application of QFD and Managerial ImplicationsThe results on the application of QFD in the hospital are depicted in Figure 1.Figure 1:The Completed QFD MatrixSource: Developed by the AuthorsAnalysis of Overall ImportanceThe use of QFD to understand the voice of the customers demonstrated thatQFD is a systematic approach for identifying and prioritising customers'expectations. The three most important quality dimensions are:i. Assuranceii. Empathyiii. ResponsivenessThe result shows that patients focus their expectations on the 'how it is done'.This finding is consistent with the views of Ware et al (1983), Yi (1990), Koch(1991), Oliver (1993) and Jayanti (1993). Hence, to improve customersatisfaction through the provision of higher quality, healthcare managers andhttp://www.managementjournals.com Page 8

International Journal of Applied Strategic Management: Volume 1 Issue 1clinicians should focus on the functional aspects captured in the Assurance,Empathy and Responsiveness dimensions, rather than the technical aspectscaptured in the Tangibility and Accessibility and Affordability dimensions.Furthermore, the results show that patients placed high priority on thefollowing statements:• Patients treated with dignity and respect - assurance dimension• Services provided at appointed time - reliability dimension• Clean and comfortable environment with good directional signs -tangibility dimension• Informative brochures about services - tangibility dimension• Doctors/staff understand patients' specific needs - empathy dimensionAnalysis of Unmet Patients' ExpectationsA list of unmet patients' expectations is:• Privacy during treatment - tangibility dimension• Doctors/staff neat and professional in appearance - tangibilitydimension• Services carried out right the first time - reliability dimension• Doctors/staff professional and competent - reliability dimension• Consistency of charges - reliability dimension• Waiting time of not more than 1 hour - responsiveness dimension• Obtain feedback from patients - empathy dimension• Adequate parking facilities - accessibility & affordability dimension• Affordable charges for services rendered - accessibility & affordabilitydimensionThis list represents 36% of the patients' expectations but none of these unmetexpectations is ranked amongst the five most important patients' expectationsand none of these unmet expectations is in the Assurance dimension, themost important dimension ranked by patients.Analysis of Management Quality PracticesThe two most significant management quality practices are:i. Staffingii. Service DeliveryAnalysis of Quality Dimension Needing ImprovementThe hospital is weakest in the service dimensions of Accessibility andAffordability and Responsiveness. Since the Responsiveness dimension isthe third most important dimension of patients, efforts should be made toimprove the 'waiting time of not more than 1 hour' statement due to the largedifference between the rate of satisfaction and expectations.http://www.managementjournals.com Page 9

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