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Quality function deployment (QFD) is one of the most effective quality design tools.
This study applies QFD technique to improve the quality of the burn unit services
in Ghotbedin Hospital in Shiraz, Iran. First, the patients’ expectations of burn unit
services and their priorities were determined through Delphi method. Thereafter,
burn unit service specifications were determined through Delphi method. Further, the
relationships between the patients’ expectations and service specifications and also the
relationships between service specifications were determined through an expert group’s
opinion. Last, the final importance scores of service specifications were calculated through
simple additive weighting method. The findings show that burn unit patients have 40
expectations in six different areas. These expectations are in 16 priority levels. Burn units
also have 45 service specifications in six different areas. There are four-level relationships
between the patients’ expectations and service specifications and four-level relationships
between service specifications. The most important burn unit service specifications
have been identified in this study. The QFD model developed in the study can be a
general guideline for QFD planners and executives. (J Burn Care Res 2013;XX:00–00)
In today’s healthcare organizations, service quality QFD helps an organization to become proactive to
has become a substantial tool for meeting the grow- quality problems rather than taking a reactive posi-
ing demands of the population and improving the tion by acting on customer complaints. QFD also
community’s health. Therefore, many methods have makes the organizational shift from inspecting the
been designed and applied to enhance health service service’s quality to designing quality into the service,
quality.1,2 Quality function deployment (QFD) is that is, QFD can be referred to as designed-in quality
one of the most useful one.2,3 rather than traditional inspected-in quality.7 Accord-
Originated in Japan in the 1970s and having ing to Yang8, QFD can reduce the service-develop-
been applied successfully by many Japanese, Ameri- ment time and cost, improve service quality, increase
can, and European organizations for their product customer satisfaction, and consequently increase the
or service development, the QFD is a very effective market share. It can also facilitate continuous service
and practical quality systems tool, which provides improvement with emphasis on the impact of orga-
a means for determining and prioritizing custom- nization’s learning on innovation.
ers’ expectations and translating them to the quality In this regard, there are many QFD studies and
characteristics of service design or improvement.4–6 applications in different product and service indus-
Listening carefully to the “voices of the customers” tries.4,9–15 Among them few studies have been per-
to learn and then provide them with what they need, formed in the health sector.4,14,16–21 Kuo et al19
applied QFD to improve outpatient services for
From the Shiraz University of Medical Sciences, Islamic Republic elderly patients in Taiwan. The QFD model pro-
of Iran. vided by them not only could reduce costs but also
The authors declare no conflict of interest. revealed the crucial outpatient service items that
This research was supported by Shiraz University of Medical
Sciences. could improve the quality of medical care for elderly
Address correspondence to Ali Keshtkaran, PhD, From the Shiraz people. Volpato et al20 used QFD to verify the pos-
University of Medical Sciences, Shiraz 45794, Islamic Republic sibility of quality planning in the family health units.
of Iran.
Copyright © 2013 by the American Burn Association The results of their study showed that QFD was an
1559-047X/2013 efficient tool for quality planning in public health
DOI: 10.1097/BCR.0b013e3182920d55 services. Lorenzo et al21 adopted QFD methodology
1
Copyright © American Burn Association. Unauthorized reproduction of this article is prohibited.
Journal of Burn Care & Research
2 Keshtkaran et al Month/XXX 2013
D : Service
Specifications’
Relationship
Matrix
F1 : Competitive Assessment
A: Patients’
Expectations and Matrix
C: Patients’ Expectations and
Their Priorities
Service Specifications’ Relationship
Matrix
Matrix
able, they wrote the answers to the instrument ques- provided for optional comments at the end of each
tions, otherwise they answered verbally. theme and at the end of instrument.
Analysis of round 1 responses Each received response Analysis of round 2 responses In the study, all data
from round 1 was listed as a separate item. Hence, a from Likert-scale questions were analyzed as inter-
total of 721 ideas and suggestions were generated. Then val-level data with mean and SD in order to allow for
the data were reviewed, the same ideas were combined a cutoff point. Consensus was defined by a cut off
and similar ideas were clustered into emerging themes. of 3.5 of 5, yielding 70% agreement; if a particular
Also, the original patient wording was reformed in item received a score lower than 3.5, it was removed
some cases. Three of the authors as the Delphi coor- from the list. Forty items in which 70% of partici-
dinators did this separately at first and then jointly to pants agreed were included in this round.
discuss different interpretations. After the analysis of In order to measure the homogeneity for the rank-
the responses the number of items and themes were ings the Cronbach’s α was calculated. Because the
reduced to 63 and six, respectively. The theme “access” Cronbach’s value extracted from the data of second
was emerged besides the five previous themes. round was .87, consensus was reached in this round
Round 2. In the second round the participants and Delphi rounds were stopped.
were presented with the 63 items (eg, “Modern Figure 2 summarizes the steps involved in the
equipment in the burn unit,” “Burn unit–experi- two-round Delphi process.
enced medical staff,” and “Appropriate accommo-
dations in the inpatient rooms”) belonging to six Second Stage: Prioritizing Patients’
themes generated from round 1. The items were Expectations, Constructing A Matrix of
scored by five-point Likert scale (extremely impor- House of Quality
tant=5, very important=4, moderately important=3, In this stage, patients’ expectations were prioritized
slightly important=2, low importance=1). Space was according to their total mean scores in the second
Round 1
• Including 40 agreed items by a cut off
of 3.5 out of 5
Forming
Delphi team
Measuring
• Consensus Consensus
(alpha> 0.7) Level
Figure 2. Flow chart of the Delphi process for determining patients’ expectations.
round of Delphi method. Then, A matrix of HOQ scale (extremely important=5, very important=4, mod-
was completed. erately important=3, slightly important=2, low impor-
tance=1). Space was provided for comments (if any) at
Third Stage: Determining Service the end of each theme and at the end of the instrument.
Specifications, Constructing B Matrix of Analysis of round 2 responses The considerations in
House of Quality analyzing the second round responses were the same
In order to determine the service specifications, Del- as those of determining patients’ expectations. In
phi technique was used. To form the Delphi team, 28 this round, also, the additional comments of respon-
burn unit doctors and nurses as well as hospital direc- dents were listed as separate items and put into previ-
tors were identified. Twenty-eight mails including ous themes according to their coordination. Because
explanations about research rounds and goals along the Cronbach’s value extracted from the data of sec-
with an invitation to participate in the study were ond round was .59, consensus was not reached in
sent to each individual. Twenty-four of invitees stated this round, and Delphi method was continued in the
their agreement to participate in the study. There- third round.
fore, they were selected as Delphi team members. Round 3. In the third round the research instru-
Round 1. The items of the first round instrument ment included the following parts:
were extracted from literature reviews and expert •• One hundred forty-one agreed items remain-
group’s opinions. The instrument comprised 38 ing from previous rounds accompanied by
open-ended questions. The questions were struc- total mean score, and SD of each item as well
tured around six themes; equipment and materi- as score of each item were given by individuals
als, human resources, physical space, basic facilities, themselves from the second round (two mean
communications and interpersonal dimensions, and scores were presented for comparing).
access. The questions are illustrated in Appendix 3. •• Five new items based on the obtained com-
Printed copies of the instrument were distributed to ments from Delphi team members from previ-
Delphi team members, and these copies were col- ous round.
lated after a specific period of time.
Analysis of round 1 response The considerations in The participants were requested to repeat the points’
analyzing the first round were the same as those of allocation process after taking the round 2 results into
determining patients’ expectations. At the end of the account. If necessary the provided information was
analysis 264 items and six themes were produced. explained to them. They were reminded that they were
Round 2. In the second round, the participants free to change their “vote” based on the results, or to
were presented with 264 items around six themes vote the same way as they did in round 2. Space was
emerging from previous round (eg, “Installing of new again made available at the end of each theme as well
equipment,” “Increasing the number of experienced as at the end of the instrument for optional comments.
medical staff,” and “Increasing burn unit physical Analysis of round 3 responses To analyze the gath-
space”). The items were scored by five-point Likert ered data in this round, the total mean score for each
Round 1
• Including 141 agreed items by a cut off
of 3.5 out of 5
Forming
• Constructing 146 item and 6 theme instrument
Delphi team
Round 3
Analysis of Round 3
• Consensus • Including 45 agreed items by
(alpha> 0.7) a cut off of 3.5 out of 5
Measuring Consensus
Level
Figure 3. Flow chart of the Delphi process for determining service specifications.
item was calculated again. The considerations in seven-member expert group. The team members
scoring were as same as those in the second round were the same as those in the fourth stage, and by
analysis. 45 items in which 70% of participants agreed using the same method the relationships between
were included in this round. service specifications were determined. The relation-
At the end of the round, Cronbach’s α was cal- ships were specified in five levels including strong
culated; because this value was .83, the Delphi team negative relationship, weak negative relationship, no
members reached consensus and Delphi rounds were relationship, weak positive relationship, and strong
stopped. The steps of three rounds of the Delphi positive relationship. Finally, D matrix of HOQ was
process are depicted in Figure 3. constructed.
Finally B matrix of HOQ was constructed.
Sixth Stage: Prioritizing Service
Fourth Stage: Determining the Relationship Specifications, Constructing E Matrix of
Between the Patients’ Expectations and House of Quality
Service Specifications, Constructing C In this stage, the priorities of the service specifica-
Matrix of House of Quality tions were determined by their importance rating.
In this stage, the relationships between the patients’ The importance rating of the service the following
expectations and service specifications were deter- simple additive weighting formula:
mined through the opinions of a seven-member
expert group including nurses, doctors, and hospital Importance rating of
directors of Delphi team, as well as, two of the authors. a service specification = Σ(importance rating of
The expert group members did this individually at patients’ expectation ×
first and then discussed different responses to find the relationship value between
best one. The relationships were determined in four patients’ expectation and
the service specification)
levels including no relationship (0), weak relationship
(1), medium relationship (3), and strong relationship At the end of this stage, E matrix of HOQ was
(9). At last, C matrix of HOQ was completed. constructed.
Because Ghotbedin Burn Hospital is the only burn
Fifth Stage: Determining the Relationship center in Shiraz, it does not have any competitor in
Between Service Specifications, the current study. Therefore, the two final stages of
Constructing D Matrix of House of Quality QFD including competitive assessment and techni-
In this stage, the relationships between service speci- cal assessment, implemented by comparing against
fications were determined through opinions of a competitors, were excluded from the study. These
two stages construct F1 and F2 matrices of HOQ in highest priority to 13.25 for lowest priority. The
Figure 1. relative importance matrix in Figure 4 indicates the
service specifications’ priorities.
RESULTS
DISCUSSION
The findings show that Ghotbedin Hospital burn unit
patients have 40 expectations on six themes includ- QFD is a customer-driven planning process for
ing equipment and materials, human resources, product or service development as well as for qual-
physical space, basic facilities, access, and communi- ity management in general. It is also “a flexible tool
cations and interpersonal dimensions. Table 1 dis- that can be fashioned to be effective in a wide range
plays these expectations. Furthermore, 16 priorities of applications and for many types of organizations”
were identified for burn unit patients’ expectations. with many commonly known benefits. This article
These priorities were scored from five for the first applied QFD in improving burn unit services of
priority to 3.45 for the 16th priority. The patients’ Ghotbedin Hospital.8
expectations matrix in Figure 4 shows the patients’ Accordingly, Ghotbedin Hospital burn unit
expectations depicted with A1 to A40 codes (illus- patients have 40 main expectations on six different
trated in Table 1) and their priorities. dimensions. The most important expectations are
According to the findings, the burn unit had 45 skillful doctors, knowledgeable doctors, adequate
service specifications on six themes including equip- number of nurses, skillful nurses, and high-quality
ment and materials, human resources, physical nursery care. As the results show, the most important
space, basic facilities, access, and communications patients’ expectations are related to clinical staff and
and interpersonal dimensions. Table 1 shows these received clinical services. Aerlyn in a review of the lit-
service specifications. The service specifications are erature distinguished 10 most commonly addressed
depicted with B1 to B45 codes in Figure 4. categories of expectations in patients’ expectations
Figure 4 also shows the relationships between studies. These expectations were related to medical
burn unit patients’ expectations (eg, high-quality information, medication/prescription, counseling/
medical care) and service specifications (eg, increas- psychosocial support, diagnostic testing, refer-
ing the number of experienced medical staff). These ral, physical examination, health advice, outcome
relationships are shown in the body matrix of HOQ. of surgery or treatment, therapeutic listening, and
According to the results, almost 56% of the service waiting time.26 Bostan et al27 conducted a survey
specifications have a strong relationship with at least measuring the patients’ expectations hierarchy lev-
one patient’s expectation, and 60% of the service els on various factors. The survey showed that the
specifications have a medium relationship with at least level of the expectations of the patients was at an
one patient’s expectation. Almost 16% of the service acceptable level on the factor of medical services.
specifications have only weak relationships with the The comparison between the results of the current
patients’ expectations. Moreover, 50%, 62/5%, and study and Aerlyn and Bostan’s studies indicate that
10% of the patients’ expectations, respectively, had in all the three studies almost all of the most impor-
strong, medium, and weak relationships with at least tant patients’ expectations are based around clinical
one service specification. dimensions of care.
On the basis of the Figure 4 findings, there are According to the results, Ghotbedin Hospital
four relationship levels between some of the burn burn unit has 45 service specifications on six differ-
unit service specifications (eg, between repair- ent areas. A study by Moores determined seven ser-
ing burn unit equipment and improving burn unit vice specifications for radiation safety management,
ventilation system). The relationship levels include two of which, including equipment and training,
strong negative relationship, no relationship, weak are similar to burn unit service specifications.28 The
positive relationship, and strong positive relation- difference of other specifications is the result of the
ship. Accordingly, 3% of the service specifications’ existent diversity between radiology and burn unit
relationships were strong negative, 92% were weak services. In another study, Jeong and Oh29 noted 10
positive, and 4% were strong positive. None of the service specifications for a hotel, seven of which are
relationships is weak negative. Service specifications’ similar to burn unit service specifications in physi-
relationships are shown by various symbols in the cal space, basic facilities, communications, and access
roof matrix of HOQ in Figure 4. dimensions. Three other service specifications in
As the results show, burn unit service specifica- Jeong’s study are performed well in the burn unit,
tions’ priorities were scored from 136.8 for the so there is no more need to develop them.
A1 Modern equipments B1 Increasing the number of some equipments (such as ICU beds, IV stands, …)
A2 Enough equipments B2 Installing of new equipments (such as ceiling IV stands, patients buzzer by
the beds,…)
A3 High quality equipments B3 Repairing some of the equipments (such as some beds, …)
A4 All kinds of required materials provided B4 Buying foreign types of some medications (such as antibiotics)
A5 Sufficient materials B4 Buying foreign types of some medications (such as antibiotics)
A6 High quality materials B6 Using high quality equipments by cleaning companies in contract with the
hospital
A7 Adequate medical staff B7 Using high quality materials by cleaning companies in contract with the
hospital
A8 Experienced medical staff B8 Increasing the quality of some materials (such as syringe, microcet, bandage,
detergent, …)
A9 Skillful medical staff B9 Increasing the number of medical staff
A10 Knowledgeable medical staff B10 Increasing the number of medical specialist staff
A11 High quality medical care B11 Increasing the number of experienced medical staff
A12 Adequate nursing staff B12 Increasing the number of nursing staff
A13 Knowledgeable nursing staff B13 Developing training courses for nursing staff, before their entrance to
the unit
A14 Skillful nursing staff B14 Developing training courses for nursing staff
A15 High quality nursery care B15 Developing training courses for medical staff
A16 K
nowledgeable clinical staff about the latest B16 Increasing appropriate financial incentives for nursing staff
scientific advances
A17 O
bserving infection control instructions by B17 Increasing appropriate nonfinancial incentives for nursing staff
clinical staff
A18 Clean unit B18 Increasing appropriate financial incentives for medical staff
A19 Good physical appearance of the burn unit B19 Increasing appropriate nonfinancial incentives for medical staff
A20 Burn unit adequate physical space B20 Training clinical staff about dealing with fire
A21 Allocating all required physical spaces B21 Performing a greater hygiene observance and infection control by the staff of
burn unit
A22 Clean inpatient rooms B22 Improving cleaning service workers’ skills by cleaning companies in contract
with the hospital
A23 A
dequate physical space of the burn unit B23 Improving cleaning service workers’ awareness by cleaning companies in
noninpatient spaces contract with the hospital
A24 Adequate physical space of inpatient rooms B24 Providing permanent cleaning service workers in evening and night shifts
A25 Clean toilets B25 Increasing burn unit physical space (such as inpatient rooms space, corridors
space)
A26 Clean bathrooms B26 Improving burn unit physical access to other units
A27 A
ppropriate accommodations in inpatient B27 Increasing the number of some physical spaces (such as dressing room,
rooms isolation room, …)
A28 Good ventilation system of the burn unit B28 Constructing new physical spaces (such as dirty room, medication room, …)
A29 G
ood heating and cooling system of the B29 Repairing some of the physical defects (such as nonwashable walls, ruinous
burn unit windows, …)
A30 Consideration of patient safety B30 Reforming some of the physical spaces (such as dressing room, nursing
station, …)`
A31 Polite clinical staff B31 Improving ventilation system of the burn unit
A32 Kind clinical staff B32 Improving heating and cooling system of the burn unit
A33 Patient clinical staff B33 Installing hands-free electronic-eye faucets
A34 Patient's privacy protection B34 Improving electrical system of the burn unit
A35 Patient involvement in medical decision making B35 Improving sanitation system of the burn unit
A36 Personal hygiene training B36 Observing safety requirements when giving radiation to inpatient rooms
A37 Quick and timely access to the nursing services B37 Improving fire control system of the burn unit (eg, by central fire control
system, fire sensors, …)
A38 Easy contact with related doctors B38 Providing accommodations (such as televisions, refrigerators, etc) for patients
(Continued)
Table 1. (Continued)
Patients Expectations Service Specifications
A39 Suitable hospital cost B39 Creating a better relationship with patients
A40 Sufficient meeting time for patients' companions B40 Protecting patient's privacy (eg, while changing their clothes, talking about
their problems, …)
B41 Describing side effects of medications for patients
B42 Describing treatment procedures for patients
B43 Training patients about personal hygiene principles
B44 Quick and timely patient's access to nursing services
B45 Taking appropriate measures to help poor patients for hospital cost payments
The HOQ analysis clearly shows that for develop- working experience, and the number of specialists is
ing burn unit services a number of issues need to low. Therefore, there is an urgent need for employ-
be addressed. The first and most important issue is ing more specialists, as well as, more experienced
increasing burn unit physical space. In fact, Ghot- doctors. On the basis of these results, the next most
bedin Hospital is the only burn center for patients important issue is constructing some new physical
in Fars and its neighboring provinces, and has to spaces such as dirty room and medication room in
admit a large number of patients. Moreover, this the burn unit because there is a lack of these spaces
hospital is an old structure and its current space is in the current structure of the unit. Increased obser-
not sufficient for the patient population. Regarding vance of hygiene and infection control by burn unit
this, lack of enough physical space is one of the most staff is the next issue to be improved in the burn unit.
obvious problems not only in the burn unit but also Burn unit patients are vulnerable to infection, and
in all units of the Ghotbedin Hospital. The second the importance of control and prevention is undeni-
and third most important issues are increasing the able. Some measures include strict aseptic technique,
number of specialists and experienced doctors. Cur- use of sterile gloves and dressing materials, wearing
rently most of the medical services in the burn unit masks for dressing changes, and special separation of
are provided by general physicians with few years of patients by private rooms or cubicles.30
PATIENTS’
EXPECTATIONS B1 B2 B3 B4 B5 B6 B7 B8 B9 B10 B11 B12 B13 B14 B15 B16 B17 B18 B19 B20 B21 B22 B23 B24 B25 B26 B27 B28 B29 B30 B31 B32 B33 B34 B35 B36 B37 B38 B39 B40 B41 B42 B43 B44 B45
A1 4.75 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 3 1 1 1 1 1 0 0 0 0 0 0 0
Equipments and
A2 4.65 9 3 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0
Materials
A3 4.75 1 1 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0
A4 4.9 0 0 0 3 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A5 4.75 0 0 0 1 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A6 4.6 0 0 0 9 3 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A7 4.55 0 0 0 0 0 0 0 0 9 9 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A8 4.9 0 0 0 0 0 0 0 0 1 3 9 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A9 5 0 0 0 0 0 0 0 0 1 3 3 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Human Resources
A10 5 0 0 0 0 0 0 0 0 1 9 3 0 0 0 3 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A11 4.8 1 1 1 1 1 0 0 1 1 3 3 0 0 0 1 0 0 1 1 0 1 0 0 0 1 0 1 1 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 0 0
A12 5 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A13 4.9 0 0 0 0 0 0 0 0 0 0 0 1 3 3 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A14 5 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A15 5 1 1 1 1 1 0 0 1 0 0 0 1 1 1 0 1 1 0 0 0 3 0 0 0 1 0 1 1 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 0
A16 4.5 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A17 4.8 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 1 0 0
A18 4.9 0 0 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 0 1 3 1 3 0 0 0 0 3 3 1 0 0 0 1 0 0 0 0 0 0 0 1 0 0
A19 4.15 3 3 0 0 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 3 3 1 3 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0
A20 4.45 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 9 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Physical Space
A21 4.6 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A22 4.85 0 0 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 0 1 3 1 3 0 0 0 0 3 3 1 0 0 0 1 0 0 0 0 0 0 0 1 0 0
A23 4.7 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A24 4.65 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
A25 4.65 0 0 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 0 1 3 1 3 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 1 0 0
A26 4.65 0 0 0 0 0 3 3 0 0 0 0 0 0 0 0 0 0 0 0 0 1 3 1 3 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0 0 1 0 0
A27 3.95 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 9 0 0 0 0 0 0 0
A28 4.85 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Facilities
Basic
A29 4.8 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0 0 0 0 0 0 0 0 0 0 0 0
A30 4.75 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 3 0 0 0 0 0 1 0 0 0 0 0 0 0 9 0 9 9 0 0 0 0 0 0 3 0
A31 4.6 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 1 1 0 0 0 0 0 3 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 1 0 0 0 0 0
Communications and
A32 4.5 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0
Interpersonal
Dimensions
A33 4.6 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 3 0 0 0 0 0 0
A34 4.45 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 3 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 1 9 0 0 0 0 0
A35 3.45 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0
A36 4.5 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0 0
A37 4.8 0 0 0 0 0 0 0 0 0 0 0 1 0 0 0 1 1 0 0 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9 0
A38 4.3 0 0 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 1 1 0 0 0 0 0 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Access
A39 4.65 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 9
A40 4.25 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Relative Importance 77.55 49.65 28.7 70.65 81.95 61.3 61.3 51.2 64.95 134.4 133.8 64.7 64.85 64.85 65.25 23.5 23.5 18.2 18.2 24.15 86.55 57.15 46.2 57.15 136.8 23.4 66.75 86.65 33.4 41.7 62.9 52.7 59.35 52.25 47.15 64.7 52.25 59 78.15 54.45 13.25 13.25 74.15 62.45 41.85
Among the most important service specifica- burn unit. Moreover, the results of the study were
tions discussed above, increasing burn unit physical conveyed to the president of Shiraz University of
space has a weak positive relationship with preserv- Medical Sciences, and the application of QFD for
ing patient’s privacy and strong negative relationship improving the quality of services in other healthcare
with quick and timely access of the patient to nurs- centers was recommended.
ing services. Constructing new physical spaces has a
weak positive relationship with increased observance
of hygiene and infection control by burn unit staff, and
CONCLUSIONS
the latter has a weak positive relationship with increas- QFD is a dominating approach that assures that cus-
ing the number of some physical spaces, installing tomers’ expectations actually do guide the service
hands-free electronic-eye faucets, and training patients improvement, and supports structuring and the rep-
on personal hygiene principles. All these relationships resenting of information on customers’ expectations,
displayed in the roof of HOQ must be regarded in specially with regard to how customers’ expectations
developing burn unit services. In other words, these can be linked to service specifications. The HOQ anal-
relationships indicate the effect of one service specifi- ysis has demonstrated that the most important burn
cation on another. If this effect is positive, the impor- unit patients’ expectations include skillful and knowl-
tance of effective service specification increases, but if edgeable medical staff, adequate and skillful nursing
the effect is negative the importance decreases. staff, and high-quality nursery care. On the basis of
On the contrary, the results show that one of the these expectations, the most important service speci-
least important issues to be improved in the burn fications to be improved in the burn unit are increas-
unit is explaining to the patients the side effects of ing burn unit physical space, increasing the number
medications and treatment procedures they must of specialists, increasing the number of experienced
undergo. In fact, both side effects and treatment doctors, constructing some new physical spaces, and
procedures are considered to be of professional sig- greater observance of hygiene, and increased infection
nificance only, such that informing patients about control by burn unit staff, in that order.
these issues and patients’ knowledge about them The QFD model proposed in this article can guide
do not have high priority. Two further least impor- burn unit planners and administrators as a general
tant service specifications are increasing appropri- map and provides a scientific and structured frame-
ate financial and nonfinancial incentives for medical work in their attempts toward improving burn unit
staff. Because these service specifications do not have services. In fact, each matrix of HOQ can be regarded
direct influence on patient satisfaction, they have low as valuable source of information, which provides
priority in HOQ. beneficial points for the quality-enhancement proj-
In sum, QFD is a service development and ect. Therefore, by considering this information burn
improvement support method, which provides a unit administrators will be able to improve burn unit
structured way for service providers to assure qual- services in an effective way.
ity and customer satisfaction.31 In the current study,
QFD is used to improve Ghotbedin Hospital burn
unit services according to patients’ expectations. On ACKNOWLEDGMENTS
this basis 45 service specifications, as well as their
We express sincere gratitude and appreciation to vice-
priorities, are determined based on 40 patients’
chancellor of research of Shiraz University of Medical Sci-
expectations. This information accompanied by the ences for financial support. Moreover, we acknowledge
relationships represented in the roof matrix of HOQ the executive manager of Ghotbedin Burn Hospital for his
can be a general guideline for burn unit decision support and Delphi team members and other experts for
makers and administrators in order to improve burn their valuable cooperation.
unit services.
In this regard, after this study a committee of
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Stage 1:
QFD starts with the customers. The first stage is:
•• To identify the customers of the product/service Constructing the first
matrix of HOQ
•• To collect their expectations or needs for the product/service
•• To reveal the expectations in terms of their priority, as perceived
by the customers
Stage 2:
The second stage is determining product/service specifications,
which give technical descriptions of how to realize the custom- Constructing the second
ers’ expectations in the product/service. These product require- matrix of HOQ
ments represent a translation from the customer’s language to the
organization’s technical language, by which managers can improve
product/service quality, based on customers’ expectations
Stage 3:
The third stage is determining the relationship between customers’
expectations and product/service specifications. In this stage the
Constructing the third
degree of relationship or linkage between each customer’s expecta- matrix of HOQ
tion and each product/service specification is identified. Perform-
ing this stage is a vital step in the QFD process because the final
analysis stage relies heavily on the relationships between customers’
expectations and product/service specifications
Stage 4:
The fourth stage is determining the relationship between product/
service specifications. In this stage the development team assesses
which product/service specifications are interrelated and how
strong these relationships are. This assessment can be obtained
through engineering analysis and experience. Usually, after the prod-
uct/service specifications have been determined, the development Constructing the fourth
team will be able to see that as one product/service specification is matrix of HOQ
Stage 5:
In the fifth stage the relative importance of service specifications
is determined. The relative importance scores are comprehensive
measures indicating the degree to which the product/service spec- Constructing the fifth
matrix of HOQ
ification is related to all the customers’ expectations. These ratings
reflect the basic importance of the product/service specifications
developed in relation to the customers’ expectations. Most of the
quality-improvement measures are taken based on these ratings
Stage 6-1:
The step 1 of the sixth stage is competitive customer evaluations of Constructing the sixth
the company’s product/service compared with its main competi- matrix of HOQ
tors’ similar products in terms of the products/services’ perfor-
mance, based on customer expectations
Stage 6-2:
Constructing the seventh
The step 2 of the sixth stage is to conduct competitive technical matrix of HOQ
assessments to compare company’s product/service’s technical
performance and the performance of company’s competitors’ simi-
lar products on each product/service specification
unit? If the answer is negative, in your opin- 19. In your opinion, what measures can be taken to
ion what measures can be taken to solve this improve the welfare facilities dedicated to burn
shortage? unit patients’ companions?
5. Is there high-quality clinical equipment in the 20. In your opinion, what measures can be taken to
burn unit? If answer is negative, in your opin- improve the burn unit patients’ safety?
ion what measures can be taken to improve the
quality? The basic facilities of the burn unit are as follows.
6. Is there high-quality welfare equipment in the If there is any problem in each one, describe the
burn unit? If answer is negative, in your opin- problem as well as your solutions.
ion what measures can be taken to improve the
21. Water-supply system
quality?
22. Electrical system
7. Are there high-quality clinical materials in the
23. Ventilation system
burn unit? If answer is negative, in your opin-
24. Communication system
ion what measures can be taken to improve the
25. Heating and cooling system
quality?
26. Fire-control system
8. Are there high-quality welfare materials in the
27. Sanitation system
burn unit? If answer is negative, in your opin-
28. Gas system
ion what measures can be taken to improve the
quality?
Communication and Interpersonal Dimension
Human Resources 29. In your opinion, what actions can be taken to
improve burn unit doctors’ relationships with
9. In your opinion, are there enough doctors in
patients?
the burn unit?
30. In your opinion, what actions can be taken to
10. What ways do you recommend to improve the improve burn unit nurses’ relationships with
abilities of the burn unit medical staff abilities? patients?
11. In your opinion, are there enough nurses in the 31. In your opinion, what measures can be taken
burn unit? to increase burn unit patients’ participation in
12. What ways do you recommend to improve the making decisions regarding their treatment?
abilities of the burn unit nursing staff? 32. What are your suggestions to improve the burn
13. In your opinion, are there enough cleaning unit patients’ privacy?
workers in the burn unit? 33. In your opinion, what kind of information and
14. What ways do you recommend to improve the advice is necessary for burn unit patients?
abilities of the burn unit cleaning workers?
Access
Physical Space
34. In your opinion, do the burn unit patients have
15. In your opinion, are there any problems in the quick access to their doctors?
burn unit physical space? If answer is positive, 35. In your opinion, do the burn unit patients have
what are they? quick access to their nurses?
16. In your opinion, are there any problems with 36. In your opinion, do the burn unit patients have
the burn unit cleaning and hygiene? If answer enough visits from their companions? If answer
is positive, what are they? is negative, what are your recommendations?
17. In your opinion, are there any problems with 37. From what financial resources (eg, out-of-
the burn unit design? If answer is positive, what pocket payments, healthcare insurances, chari-
are they? ties, and so on) do burn unit patients pay
hospital costs?
Basic Facilities 38. What other problems are there in the burn
18. In your opinion, what measures can be taken unit? What are your suggestions to solve
to improve burn unit patients’ welfare facilities? them?