Evaluation And Ranking Of Effective Factors Of Pharmacies Service Quality Using Integrative Approach Kano - TOPSIS (Case Study: Pharmacies In Bushehr)

The purpose of the present study was to assess and prioritize the factors affecting the quality of services of pharmacies in Bushehr using Kano model and TOPSIS method and to provide practical strategies for quality improvement in the current situation. This Study was practical and descriptive. The samples contained the pharmacies customers and visitors in 1390 and the data were obtained using questionnaires measuring the quality of service and standard (Kano). Finally، the indicators were prioritized by applying the technique of group decision-making (TOPSIS). According to the TOPSIS prioritization، Uni-dimensional requirements (10 requirements)، basic requirements (6 requirements)، attractive requirements (8 requirements)، and finally، requirements of indifference (3 requirements) had the greatest impact on improving the quality of services in pharmacies in Bushehr، respectively، based on the Kano model. Strong and positive correlation among the indices of the quality of services in the pharmacies and customer’s satisfaction was observed، Planning to improve the services would lead to satisfaction improvement.