fa بکارگیری رویکرد ترکیبی kano- Topsisدرسنجش و اولویت بندی عوامل موثر برکیفیت خدمات داروخانه ها مدیریت خدمات بهداشتی درمانی Hospital Managment پژوهشی اصيل Original Research <p align="justify"> <font face="tahoma,arial,helvetica,sans-serif" size="1"> </font></p><p align="justify" style="margin: 0cm 56.65pt 0pt 0cm text-align: justify unicode-bidi: embed direction: rtl mso-layout-grid-align: none" dir="rtl"><font size="1"><font face="tahoma,arial,helvetica,sans-serif"><b style="mso-ansi-font-weight: normal"><span lang="AR-SA">زمینه و هدف:</span></b><b style="mso-ansi-font-weight: normal"><span lang="AR-SA" style="mso-ansi-font-size: 6.0pt"> </span></b><span lang="AR-SA" style="color: black">هدف از این پژوهش، سنجش و اولویت بندی عوامل موثر برکیفیت خدمات داروخانه­های شبانه­روزی شهر بوشهر،</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">با استفاده</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">از</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مدل­ </span><span style="color: black" dir="ltr">Kano</span><span style="color: black"> </span><span lang="AR-SA" style="color: black">و تکنیک </span><span style="color: black" dir="ltr">TOPSIS</span><span style="color: black"> </span><span lang="AR-SA" style="color: black">و</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">ارائه</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">راهکارهای</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">اجرایی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">در</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">زمینه</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">ارتقای</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">کیفیت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">وضعیت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">موجود</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">بوده است.</span></font></font></p><p align="justify"><font face="tahoma,arial,helvetica,sans-serif" size="1"> </font></p><p align="justify" style="margin: 0cm 56.65pt 0pt 0cm text-align: justify unicode-bidi: embed direction: rtl mso-layout-grid-align: none" dir="rtl"><font size="1"><font face="tahoma,arial,helvetica,sans-serif"><b style="mso-ansi-font-weight: normal"><span lang="AR-SA">روش بررسی: </span></b><span lang="AR-SA" style="color: black">این</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">پژوهش،</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">کاربردی و</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مطالعه‌ا­ی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">توصیفی بوده که داده‌های آن به روش</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">نمونه</span><span style="color: black" dir="ltr">­</span><span lang="AR-SA" style="color: black">گیری</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">تصادفی از میان مراجعه</span><span style="color: black" dir="ltr">­</span><span lang="AR-SA" style="color: black">کنندگان به داروخانه­های شبانه روزی شهر بوشهر در سال 1390، با استفاده از</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">پرسشنامه­های محقق ساز سنجش کیفیت خدمات و استاندارد </span><span style="color: black" dir="ltr">kano</span><span lang="AR-SA" style="color: black"> جمع آوری شده است. در پایان با بهره گیری از تکنیک تصمیم گیری گروهی(تاپسیس)، شاخص‌ها نیز اولویت بندی شده است.</span></font></font></p><p align="justify"><font face="tahoma,arial,helvetica,sans-serif" size="1"> </font></p><p align="justify" style="margin: 0cm 56.65pt 0pt 0cm text-align: justify unicode-bidi: embed direction: rtl mso-layout-grid-align: none" dir="rtl"><font size="1"><font face="tahoma,arial,helvetica,sans-serif"><b><span lang="AR-SA">یافته‌ها: </span></b><span lang="AR-SA" style="color: black">مطابق اولویت بندی </span><span style="color: black" dir="ltr">Topsis</span><span lang="AR-SA" style="color: black">، به ترتیب، الزامات تک بعدی(10 نیاز)، که دارای رابطه خطی و مستقیم با رضایت مشتری هستند، الزامات اساسی(6 نیاز) به عنوان الزاماتی که در صورت وجود، می‌توانند از نارضایتی مشتری جلوگیری و در صورت عدم وجود، موجب نارضایتی مشتری ‌شوند، الزامات جذاب(8 نیاز)؛ که موجب</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">افزایش رضایت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مشتری شده،</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">اما</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">عدم</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">ارائه</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">آنها</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">باعث نارضایتی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">نمی‌شود، و درنهایت الزامات بی تفاوتی(3 نیاز) که مشتریان نسبت به وجودشان بی‌تفاوت هستند، بیشترین تاثیر را در ارتقای کیفیت خدمات داروخانه‌های شبانه روزی شهر بوشهر بر اساس مدل </span><span style="color: black" dir="ltr">kano</span><span style="color: black"> </span><span lang="AR-SA" style="color: black">دارند. </span></font></font></p><p align="justify"><font face="tahoma,arial,helvetica,sans-serif" size="1"> </font></p><p align="justify" style="margin: 0cm 56.65pt 0pt 0cm text-align: justify unicode-bidi: embed direction: rtl mso-layout-grid-align: none" dir="rtl"><font size="1"><font face="tahoma,arial,helvetica,sans-serif"><b style="mso-ansi-font-weight: normal"><span lang="AR-SA">نتیجه‌گیری:</span></b><b style="mso-ansi-font-weight: normal"><span lang="AR-SA" style="color: black"> </span></b><span lang="AR-SA" style="color: black">وجود </span><span lang="AR-SA" style="color: black">همبستگی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مثبت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">و</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">قوی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">میان</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">شاخص­های کیفیت ارائه خدمات داروخانه و</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">رضایت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مراجعان، توصیه می‌شود</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">که</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">برنامه­ریزی</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">در</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">جهت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">بهبود</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">وضعیت خدمت­ رسانی داروخانه­های شبانه­روزی،</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">می­تواند</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">به</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">افزایش</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">رضایت</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">مراجعین</span><span lang="AR-SA" style="color: black" dir="ltr"> </span><span lang="AR-SA" style="color: black">منجر شود.</span></font></font></p><p align="justify"><font face="tahoma,arial,helvetica,sans-serif" size="1"> </font></p> <p align="left"> <font face="Times New Roman" size="3"> </font><b><span style="font-family: "Bodoni MT Black","serif" font-size: 11pt">Background and Aim:</span></b><font face="Times New Roman"><span style="font-size: 11pt"> </span><span style="color: black font-size: 11pt mso-bidi-font-family: "B Lotus"">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.</span></font></p><p align="left"><font face="Times New Roman" size="3"> </font><b><span style="font-family: "Bodoni MT Black","serif" font-size: 11pt">Materials and Methods:</span></b><span style="color: black font-size: 11pt mso-bidi-font-family: "B Lotus""><font face="Times New Roman"> 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).</font></span></p><p align="left"><font face="Times New Roman" size="3"> </font><b><span style="font-family: "Bodoni MT Black","serif" font-size: 11pt">Results: </span></b><span style="color: black font-size: 11pt mso-bidi-font-family: "B Lotus""><font face="Times New Roman">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.</font></span></p><p align="left"><font face="Times New Roman" size="3"> </font><b><span style="font-family: "Bodoni MT Black","serif" font-size: 11pt">Conclusion</span></b><span style="font-family: "Bodoni MT Black","serif" font-size: 11pt">:</span><font face="Times New Roman"><font size="3"> </font><span style="color: black font-size: 11pt mso-bidi-font-family: "B Lotus"">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.</span></font></p><p align="left"><font face="Times New Roman" size="3"> </font></p> کیفیت خدمات, داروخانه‌, کانو, تاپسیس Service Quality, Pharmacy, Kano Model, TOPSIS 523 534 http://payavard.tums.ac.ir/browse.php?a_code=A-10-1-56&slc_lang=fa&sid=1 Jamalodin Kaboutari جمال الدین کبوتری Jamal_k64@yahoo. com Yes Behzad Shoghi بهزاد شوقی No Fatemeh Mastri Farahani فاطمه ماستری فراهانی No