ABSTRACT
Introduction: implementing the health care transformation plan requires health centers to pay more attention to patient rights and satisfaction. However, organizations, because of limited resources, have to identify the most important factors affecting customer satisfaction and improve them. The current study aimed to propose an approach to identify and prioritize the affecting factors on customer satisfaction of health centers services
Methods: the current study uses a hybrid approach including Delphi, DEMATEL and ANP methods. Data are gathered and analyzed using questionnaires and mentioned methods
Results: the most important factors from the customer's perspective were professional competence, cost of treatment and employees behavior and from the expert's perspective, the most important factors were physician communication, professional competence and cost of treatment
Conclusion: there some similarities and differences between experts and customer`s view; therefore, it is very important for the managers to consider both resources while making decisions. Moreover, the findings show that the interpersonal relations factors are more important than hardware factors in health care