Application of Kansei Engineering and DEMATEL to prioritize service quality in Thai government hospital

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Chaiwat Kittidecha


The health care industry is one of the fast growth industries in Thailand. Thai hospitals have been promoted and set out a strategic policy to be ‘‘Medical Hub of Asia’’ since 2004. In addition, the chief executive officers have determined strategies to improve their service quality because of the global competition. Therefore, service quality which refers to customer perceptions of the service process has been interested and considered. Kansei Engineering is the best tool for translating customer perceptions and emotions to the psychical desire attributes. This study conducted Kansei Engineering and service quality to analyze the relationships between service quality and customer’s emotion and feeling. Furthermore, the decision making trial and evaluation laboratory (DEMATEL) was employed to constructs the cause-effect relationship of criteria which the model can be described the complex causal relationships. The results show that tangible and empathy are the key factors and the government hospital directors should be the first priority for improvement or investment in terms of the development strategy.


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บทความวิจัย (Research Articles)


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