Assessment and prioritization of hospitals using SERVQUAL and a combination approach in hospitals of Isfahan

One of the growing trends in service strategy is surveying the quality of service that enables favorable ratings of different service providers for the purpose of customer satisfaction. Institutionalization of quality affects reusing of customers. The purpose of this research is ranking hospitals of Isfahan, based on service quality with a combination approach VIKOR/AHP. For this purpose, by using the dimensions of service quality, patient's opinions were asked and by AHP approach these dimensions were weighted. Then the hospitals were ranked using these dimensions and their importance by VIKOR decision making technique. The findings of this study is initially weighting service quality dimensions based on their importance, which the dimensions of tangibles, reliability, responsiveness, assurance and empathy were identified as more influential in the ranking of hospitals. This study was conducted in three large hospitals of Isfahan, but can be extended to all hospitals of Isfahan. Limited researches have done on the rating of hospitals by quality of service, existing research is the first one among hospitals of Esfahan.