Prioritization of service quality in traditional Chinese medicine using the SERVQUAL dimensions combined with a modified analytic hierarchy process

Abstract

This study aimed to investigate the prioritization of service quality in traditional Chinese medicine and to examine the influence of average monthly income on such prioritization by applying service quality dimensions based on the SERVQUAL theory together with the modified analytic hierarchy process. This study employed a quantitative research design. Data were collected using pairwise comparison questionnaires from a sample of 414 service users who had received services within the past year. Convenience sampling was used, and the data were analyzed using the modified AHP to calculate priority weights and to examine the consistency ratio. The results showed that service users placed the highest importance on empathy, followed by assurance, responsiveness, reliability, and tangibles, respectively. The important sub-factors included physicians’ competence, the provision of clear and timely information, and attentiveness to patients’ problems. In addition, the results accepted the hypothesis that income level influences the prioritization of service quality. The entry-level and upper-middle-income groups placed the highest importance on empathy, whereas the high-income group placed the highest importance on assurance, focusing on professional expertise. This study provides benefits for the development of the public health service system and can be used as a guideline for improving the quality of traditional Chinese medicine services to better align with the needs of service users.