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