Evaluation of outpatient medical experience elements based on the SERVQUAL and KANO models
Jiayinaer Muhataile
Ma Lijuan
Zhao Yanjun
Feng Min
Ma Wenjuan
Hu Yuan
Li Li
Abstract：Objective To evaluate and identify elements of outpatient medical experience that require improvement from the pa-tient's perspective,thereby providing a basis for targeted enhancement strategies.Methods Between January and March 2024,270 outpatients at the First Affiliated Hospital of Xinjiang Medical University were surveyed using SERVQUAL and KANO questionnaires.A total of 265 valid responses were obtained(98.15%validity).Data were analyzed using ttests,the Better-Worse method,and importanceelement screening techniques.Results All SERVQUAL dimensions showed perceived service(PS)scores lower than expected service(ES)scores,yielding negative service quality(SQ)gaps;the Tangibles dimension had the smallest negative gap,while the Assurance dimension had the largest.Significant ES-PS differences were observed across all dimensions(P<0.05).Elements with negative SQ scores were subjected to KANO analysis:20 experience elements were classified via the Better-Worse method and an enhanced Kano model.Classification yielded 5 Attractive(A)elements spanning all five dimensions;6 Onedimensional(O)elements covering Tangibles,Responsiveness,Reliability,and Empathy;8 Mustbe(M)elements across all five dimensions;and 1 Indifferent(I)element in the Tangibles dimension.Importance analysis identi-fied 11 highimportance and 9 lowimportance elements.Ultimately,experience elements were categorized as 3 HighAttractive,2 LowAttractive,4 HighOneDimensional,2 LowOneDimensional,4 Performance,4 MustBe,and 1 Indifferent.Sensitivity a-nalysis of outpatient medical experience indicated that 17 of the 20 elements required improvement.Conclusion By integrating the SERVQUAL model with an enhanced KANO model,this study identifies key outpatient experience elements needing im-provement,offering references and actionable insights to elevate outpatient service quality.
Keywords：OutpatientMedical experienceSERVQUAL modelKANO model
Publication Date：2025-04-20
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：9( 1-9 )