Service Quality of Traditional Chinese Medicine using Kano Model in Healthcare Customer Perspective

Abstract

This study examines the influence of service quality on customer satisfaction within Traditional Chinese Medicine (TCM) healthcare services in Thailand. Employing HEALTHQUAL service quality framework (empathy, tangibles, safety, efficiency, and care improvement) and the Kano model for attribute categorization and prioritization, addressing the need for continuous improvement in the highly competitive healthcare sector.

The research assesses TCM service quality from the perspective of healthcare customers in Thailand, with a focus on satisfaction across varying demographics. Through a quantitative approach, data were collected from 394 TCM customers in Thailand via an online questionnaire. Statistical analyses, including t-tests and ANOVA, were conducted to compare satisfaction across demographic groups, revealing key differences in service quality perception. The Kano model was used to categorize service attributes, with further validation achieved through the A-Kano graph.

The results indicate that TCM customers report high satisfaction on both overall and individual aspects of service quality, highlight that safety, and empathy are pivotal in shaping customer satisfaction. Analysis across 1) demographic groups revealed that perceptions of service quality vary by age and educational background, with younger customers and those with higher education levels reporting lower satisfaction compared to other groups. Gender and income level, however, do not significantly influence perceived service quality. 2) Customer behaviors, customers who visited private clinics reported a lower perception of service quality than those using other healthcare settings. Additionally, the purpose of service usage did not show any significant differences in service quality perception. 3) The Kano model, all the twenty attributes fell into one-dimensional category.

Using the Kano model, all TCM service attributes were classified as one-dimensional, indicating linear relationships between attribute performance and customer satisfaction. Politeness and advanced medical equipment were critical drivers of satisfaction, with the CSI value exceeding 1, highlighting the need for ethical communication and technological integration into the service, prioritizing these attributes is essential to sustain high levels of customer satisfaction and mitigate potential dissatisfaction risks.

In conclusion, despite varying individual demographics, TCM customers primarily focus on achieving health outcomes. Other factors, such as service quality, are perceived subjectively, with overall satisfaction heavily influenced by personal perceptions. These findings offer valuable insights for the literature and provide practical recommendations for TCM stakeholders in Thailand, emphasizing key areas that impact customer satisfaction and can enhance service quality within TCM practices.

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