Sağlık Hizmetinin Kalitesini Arttırmak için TRIZ Metodolojisi ile SERVQUAL Skalasına Dayanan Bir Yaklaşım: Bir Uygulama

Year 2012, Volume: 12 Issue: 1, 95 - 104, 01.02.2012

Serkan Altuntaş Engin Yener

Abstract

Sağlık hizmetlerinin kalitesini arttırmak için yaratıcı problem çözme teorisi (TRIZ) ve hizmet kalitesi ölçüm skalasına (SERVQUAL) dayanan yeni bir yenilikçi yaklaşım önerilmiştir. SERVQUAL servis kalitesinin ölçümü için (özellikle sağlık hizmetlerinde) yaygın şekilde kullanılırken, TRIZ, sanayileşmiş ülkelerde sorunların çözümü için geniş bir alanda kullanılmaktadır. Su et al. (2008), servis kalitesi ile ilgili problemlerin çözümü için TRIZ’e dayanan sistematik bir çerçeve önermiştir. Bu çalışmada ise, SERVQUAL skalasının parametrelerini TRIZ’e adapte ederek, sağlık hizmetleri sektörünün kalitesini arttırmak için Su et al. (2008)’ün çalışması ışığında bir metodoloji önerilmektedir. İlk olarak TRIZ’in 39 mühendislik parametresinin SERVQUAL skalası ile benzeşen boyutları eşleştirilmiştir. Sonra çalışmamızı doğrulamak için anket formu hazırlanmıştır. Anket formumuz, Türkiye’de, Atatürk Üniversitesi Hastanesindeki on doktora(3’ü profesör diğerleri uzman doktor) uygulanmıştır. Son olarak, bu yeni yenilikçi yaklaşımın nasıl uygulanacağını göstermek için bir örnek uygulama yürütülmüştür. TRIZ’in uygulama alanı bu çalışma sayesinde genişletilmiştir

Keywords

TRIZ, SERVQUAL, hastane, servis kalitesi, sağlık hizmetleri kalitesi

An Approach Based on TRIZ Methodology and SERVQUAL Scale to Improve the Quality of Health-Care Service: A Case Study

Abstract

A new innovative approach based on theory of inventive problem solving (TRIZ) and the quality service measurement scale (SERVQUAL) is proposed to improve the quality of health-care service. TRIZ is used at a wide range of area in industrialized countries to solve problems, while SERVQUAL is used very extensively to measure quality of service sector (especially in health-care service) by many researchers. Su et al. (2008) proposed a systematic framework based on TRIZ to solve the service quality problems. The aim of this study is to develop a methodology to improve the quality of health-care service sector by adapting the SERVQUAL scale parameters to TRIZ in the light of the study by Su et al. (2008). Firstly, we mapped the determinants of SERVQUAL scale with the analogical explanations of the 39 TRIZ engineering parameters. Then, questionnaire was prepared for confirming our study. Questionnaire was applied to ten doctors (three of them are Professors (academic) and the rest of them are regular doctors) at the Atatürk University Hospital in Turkey. Finally, a case study was conducted to show how to apply this new innovative approach. Application area of TRIZ is extended thanks to this study

Keywords

TRIZ, SERVQUAL, hospital, service quality, healthcare service quality

References

• Akay, D., Demiray, A., and Kurt, M.(2008) “Col- laborative Tool for Solving Human Factors Problems in the Manufacturing Environment: The Theory of Inventi- ve Problem Solving Technique (TRIZ) Method” Interna- tional Journal of Production Research, 46(11):2913–2925.
• Andrews, L.B., Stocking, C., Krizek, T., Gottlieb, L., Krizek C., Vargish, T., and Siegler, M. (1997) “An Alter- native Strategy for Studying Adverse Events in Medical Care” Lancet, 349:309-313.
• Asubonteng, P., McCleary, K.J., and Swan. J.E. (1996) “SERVQUAL Revisited: A Critical Review of Ser- vice Quality” Journal of Services Marketing, 10(6):62-81.
• Babakus, E., and Mangold W.G. (1992) “Adapting the Servqual Scale to Hospital Services: An Empirical In- vestigation” Health Services Research, 26(6):76-786.
• Bariani, P.F, Berti G.A., and Lucchetta G. (2004) “A Combined DFMA and TRIZ Approach to the Simplifi- cation of Product Structure” Proceedings of the Institu- tion of Mechanical Engineers, Part B: Journal of Enginee- ring Manufacture, 218:1023- 1027.
• Buttle, F.(1996) “SERVQUAL: Review. Critique, Re- search Agenda” European Journal of Marketing, 30(1):8- 32.
• Cemgil, S. (2006) “Theory of Inventive Problem Solving (TRIZ) in Forming and Developing Education Standards” Master Thesis, İzmir, Dokuz Eylül Univer- sity.
• Chai, C.H., Zhang, J., and Tan K.C. (2005) “A TRIZ-Based Method for New Service Design” Journal of Service Research 8(1):48-66.
• Chen, C.K., Shie, A.J., Wang, K.M. and Yu,C.H. (2010) “Developing A TRIZ-Based Service System Inno- vation Model for Aging in Place” The 11th Asia Pacific Industrial Engineering and Management Systems Con- ference, 1-9.
• Cool, J.P. (2005) “Marketing Triz in the Global Marketplace: A Primer” Proceeding in TRIZCON2005, Brighton, MI USA.
• Coulthard, L. J. M. (2004) “Measuring Servi- ce Quality: A Review and Critique of Research Using SERVQUAL” International Journal of Market Research, 46(4):479-497.
• Cullen, D.J., Sweitzer, B.J., Bates, D.W., Burdick, E., Edmondson, A. and Leape, L.L. (1997) “Preventable Ad- verse Drug Events In Hospitalized Patients: A Compa- rative Study of Intensive Care And General Care Units” Critical Care Medicine, 25:1289-1297.
• Çaha, H. (2007) “Service Quality in Private Hospi- tals in Turkey” Journal of Economic and Social Research, 9(1):55-69.
• DeLeval, M.R., Carthey, J., Wright, D.J., Farewell V.T. and Reason, J.T. (2000) “Human Factors and Car- diac Surgery: A Multicenter Study” Journal of Thoracic and Cardiovascular Surgery, 119:661-72.
• Domb, E. (2003) “TRIZ For Non-Technical Prob- lem Solving” Keynote Address at the 3d European TRIZ Congress, Zurich, Switzerland.
• Dourson, S. (2004) “The 40 Inventive Principles of TRIZ Applied to Finance” The TRIZ Journal, 1:1-23.
• ECRI Institute, (2011) https://www.ecri.org/Pro- ducts/Pages/Critical_Care_Guide.aspx
• Elizabeth, A. A. (1995) “Measuring Service Quality at A University Health Clinic” International Journal of Health Care Quality Assurance, 8(2):32-37.
• Ersin, F. (2009) “Implementation of TRIZ Metho- dology in Human Capital” Master Thesis, İstanbul, Bah- cesehir University.
• Express Healthcare, (2011) http://www.expresshealt- hcare.in/201001/criticare02.shtml
• Gronroos, C.(1984) “A Service Quality Model and Its Marketing Implications” European Journal of Marke- ting, 18(4):36-44.
• Gilmore, A. and McMullan, R. (2009) “Scales in Services Marketing Research: A Critique And Way For- ward” European Journal of Marketing, 43(5/6):640–651.
• Hipple, J. (2005a) “The Integration of TRIZ With Other Ideation Tools And Processes As Well As With Psychological Assessment Tools” Creativity and Innovati- on Management, 14(1):22-33.
• Hipple, J.(2005b) “The Integration and Strategic Use of TRIZ with the Creative Problem Solving Process” 1-7.
• Ilevbare, I., Phaal, R., Probert, D. and Padilla, A.T. (2011) “Integration of TRIZ and Roadmapping for Innovation, Strategy, and Problem Solving. Phase 1 - TRIZ, Roadmapping and Proposed Integrations” Centre for Technology Management, UK, University of Camb- ridge.
• Ladhari, R. (2008) “Alternative Measures of Service Qu- ality: A Review” Managing Service Quality, 18(1):65-86.
• Ladhari, R. (2009) “A Review of Twenty Years of SERVQUAL Research” International Journal of Quality and Service Sciences, 1(2):172-198.
• Lam, S.S.K. (1997) “SERVQUAL:A Tool for Mea- suring Patients’ Opinions of Hospital Service Quality In Hong Kong” Total Quality Management, 8(4):145-152.
• Lee, J. (2005) “Measuring Service Quality in A Medical Setting in A Developing Country: The Appli- cability Of SERVQUAL”Services Marketing Quarterly, 27(2):1-14.
• Leonard, M., Graham, S.,and Bonacum, D. (2004) “The Human Factor: The Critical Importance of Effec- tive Teamwork and Communication in Providing Safe Care” Quality and Safety in Health Care, 13, i84-i90.
• Lin, C.S. and Su, C.T. (2007) “An Innovative Way to Create New Services: Applying the TRIZ Methodo- logy” Journal of the Chinese Institute of Industrial Engine- ers, 24(2):142-152.
• Marsh, D.G., Waters,F.H. and Marsh, T.D. (2004) “40 inventive Principles with Applications in Education” The TRIZ Journal, 1-17.
• Movarrei, R. and Vessal, S.R. (2006) “Application of Theory of Inventive Problem Solving in Customer Rela- tionship Management” Management of Innovation and Technology, 2006 IEEE International Conference, 21- 23 June, Singapore, China.
• Movarrei, R.and Vessal, S.R. (2007) “Theory of In- ventive Problem Solving (TRIZ) Applied in Supply Chain Management of Petrochemical Projects” Indust- rial Engineering and Engineering Management 2007 IEEE International Conference, 2-4 December, Singa- pore, China.
• Orloff, M.A. (2006) Inventive Thinking Through TRIZ: A Practical Guide 2nd Edition, New York, Springer.
• Parasuraman, A., Berry, L.L., and Zeithaml, V.A. (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research” Journal of Marketing, 49(4):41-50.
• Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988) “SERVQUAL: A Multiple-Item Scale For Mea- suring Consumer Perception of Service Quality” Journal of Retailing, 64(1): 12-40.
• Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1991) “Refinement and Reassessment of the SERVQU- AL Scale” Journal of Retailing, 67(4):420-450.
• Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1994) “Reassesment of Expectations As A Comparison Standard in Measuring Service Quality: Implications for Further Research” Journal of Marketing, 56:111-124.
• Petrali, P. (2004) “Integrating TRIZ and Other Methodologies in Product/Process Re-Engineering” The TRIZ Journal,1-6.
• Pin, S.C., Haron, F., Sarmady, S., Talib, A.Z., and Khader, A.T. (2011) “Applying TRIZ Principles In Crowd Management” Safety Science, 49(2):286-291.
• Retseptor, G. (2003) “40 Inventive Principles in Qu- ality Management” The TRIZ Journal, 1-25.
• Retseptor, G. (2005) “40 inventive principles in mar- keting, sales and advertising”, The TRIZ Journal, 1-16.
• Rantanen, K. and Domb, E. (2008) Simplified TRIZ: New Problem Solving Applications for Engineers and Manufacturing Professionals, Second Edition, Au- erbach Publication.
• Sakao, D. (2007) “A QFD-Centred Design Metho- dology for Environmentally Conscious Product Design” International Journal of Production Research, 45(18– 19):4143–4162.
• Savransky, S.D. (2000) Engineering of Creativity:Introduction to Triz Methodology Of Inventi- ve Problem Solving , 1th Edition, New York, CRC Press.
• Shahin, A. and Pourhamidi, M. (2011) “Service TRIZ: An Approach For Service Quality Design – With A Case Study in The Hospitality Industry” International Journal of Business Innovation and Research, 5(4):291–308.
• Shirwaiker, R.A. and Okudan, G.E. (2008) “Triz and Axiomatic Design: A Review of Case-Studies and A Proposed Synergistic Use” Journal of Intelligent Manu- facturing, 19(1):33-47.
• Silverstein, D., DeCarlo, N. and Slocum, M. (2008) Insourcing Innovation How to Achieve Competitive Excel- lence Using TRIZ, 1 th Edition, USA, Taylor & Francis.
• Su, C.T., and Lin, C.S. (2008) “A Case Study on The Application of Fuzzy QFD in TRIZ for Service Qu- ality Improvement” Quality & Quantity, 42(5):563-578.
• Su, C.T., Lin, C.S. and Chiang, T.L. (2008) “Syste- matic Improvement in Service Quality Through TRIZ Methodology: An Exploratory Study” Total Quality Ma- nagement & Business Excellence,19(3):223-243.
• James, C. (1990) “Consumer Perceptions of Service Quality: An Assestment of SERVQUAL Dimensions” Journal of Retailing, 66(1):33-55.
• Jiang, J.C., Sun, P. and Shie,A.J.(2011) “Six Cogni- tive Gaps by Using TRIZ and Tools for Service System Design” Expert Systems with Applications, 38(12):14751– 14759.
• Tong, L.H., Cong H., and Lixiang, S. (2006) “Au- tomatic Classification of Patent Documents for TRIZ Users” World Patent Information, 28(1):6–13.
• Tony, C.and Stephen, W. (1997) “The Role of Ex- pectations in the Perception of Health Care Quality: De- veloping A Conceptual Model” International Journal of Health Care Quality, 10(3):131-140.
• Tsai, C.C., Chang, C.Y. and Tseng C.H. (2004) “Optimal Design of Metal Seated Ball Valve Mecha- nism” Structural and Multidisciplinary Optimization, 26(3-4):249–255.
• Vandamme, R., and Leunis, J. (1993) “Development of A Multiple-Item Scale for Measuring Hospital Service Quality” International Journal of Service Industry Mana- gement, 4(3):30-49.
• Vande Voorde, K.M., and France, A.C. (2002) “Pro- active Error Prevention In The Intensive Care Unit” Cri- tical Care Nursing Clinics of North America 14(4):347- 358.
• Wang, F.K. and Chen, K.S. (2010) “Applying Lean Six Sigma and Triz Methodology in Banking Services” Total Quality Management, 21(3):301-315.
• Wei, Y., Qingming, W., Yongqiang, C. and Hua- dong, Z. (2006) “Research on Inventive Problem Sol- ving Process Model Based on AHP/TRIZ” International Technology and Innovation Conference, 2285-2290.
• Yamashına, H., Ito T. and Kawada H. (2002) “In- novative Product Development Process by Integrating QFD and TRIZ” International Journal of Production Re- search, 40(5):1031-1050.
• Zaim, H., Bayyurt, N. and Zaim, S. (2009) “Ser- vice Quality and Determinants of Customer Satisfaction in Hospitals: Turkish Experience” EABR & TLC Confe- rence Proceedings, 1-7.
• Zhang, J., Chai, K., and Tan, K. (2003) “40 Inven- tive Principles with Applications in Service Operations Management” The TRIZ Journal, 1-16.
• Zhang, J., Chai K.H. and Tan K.C. (2005)” App- lying TRIZ to Service Conceptual Design: An Explo- ratory Study” Creativity annd Innovatıon Management, 14(1):34-42.
• Zlotin, B., Zusman, A., Kaplan, L., Vinepolschi, S., Proseanic, V. and Malkin, S. (2005) TRIZ Beyond Tech- nology: The Theory And Practice of Applying TRIZ to Non- Technical Areas Detroit, Ideation International Inc.
• Zouaoua, D., Crubleau, P., Mathieu, J., Thieble- mont, R. and Richir, S. (2010) “TRIZ and The Diffi- culties in Marketing Management Applications” Tech- nology Management for Global Economic Growth (PICMET), 1-10.