Online from: 1988
Subject Area: Health Care Management/Healthcare
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|Title:||A hands-on experience of the voice of customer analysis in maternity care from Iran|
|Author(s):||Siamak Aghlmand, (Department of Health Management and Economics, School of Public Health and Institute of Public Health Research, Tehran University of Medical Sciences, Tehran, Iran and Mother & Child Health Research, Faculty of Health Sciences, La Trobe University, Melbourne, Australia), Aboulfath Lameei, (Department of Infectious Diseases, School of Medicine, Urmia University of Medical Sciences, Urmia, Iran), Rhonda Small, (Mother & Child Health Research, Faculty of Health Sciences, La Trobe University, Melbourne, Australia)|
|Citation:||Siamak Aghlmand, Aboulfath Lameei, Rhonda Small, (2010) "A hands-on experience of the voice of customer analysis in maternity care from Iran", International Journal of Health Care Quality Assurance, Vol. 23 Iss: 2, pp.153 - 170|
|Keywords:||Customer service management, Health services, Iran, Maternity services, Patient care, Quality function deployment|
|Article type:||Case study|
|DOI:||10.1108/09526861011017085 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors thank Tehran University of Medical Sciences (TUMS) for financial support of this research (No. 132/9656 – 30 January 2006). The authors are most grateful to Soheila Mohammadi, Faeze Bahrami, Tahmineh Farkhani, Parisa Ghafari, Zahra Pourkalhor, Hila H. Vaziri, and Shahnaz T. Zahrani for their invaluable contributions as members of the study team. They would also like to thank Social Security Organization (SSO), Fayazbakhsh Hospital, and La Trobe University for their sincere collaboration in development of this research.|
Purpose – The purpose of this paper is to describe the use of voice of customer (VoC) analysis in a maternity care case study, where the aim was to identify the most important requirements of women giving birth and to determine targets for the improvement of maternity care in Fayazbakhsh Hospital in Tehran, Iran.
Design/methodology/approach – The tools of VoC analysis were used to identify: the main customer segment of maternity care; the most important of women's needs and requirements; the level of maternal satisfaction with delivered services at the study hospital and at a competitor; the nature of women's of requirements (termed Kano levels: assumed, expected, and unexpected); and the priorities of the study hospital for meeting these requirements.
Findings – Women identified the well-being of mother and baby as the most important requirements. Women's satisfaction with the services was, with a few exceptions, low to moderate. Services related to most of the maternal requirements were ranked better in the competitor hospital than the study hospital.
Practical implications – The results form a solid basis for achieving improvements in the processes of care for mothers and babies.
Originality/value – The paper presents a systematic approach to VoC analysis in health care settings as a basis for clinical process improvement initiatives.
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