customer-Orientation in Hospital: The Importance and The Level of the Related Indices from the Customers’ View

Today, in most organizations including hospitals we witness the customer centric approach. Customer-orientation in the health system developed with the introduction of its indices by the world health organization. The current study aimed to investigate the importance and the level of the indices related to the customer-orientation from the customers’ view in Mashhad. The study was carried out through a descriptive method among the sample of 1000 people of selected areas in Mashhad. The questionnaire of world health organization was used as the main instrument that previous studies had confirmed its validity and reliability. Data was analyzed using the descriptive and inferential statistical indicators. The quality of facilities and access to the family and community support had the most and the least importance from the standpoint of the families, respectively. Besides, the best and the worst performance were related to the right of choice and access to the family and community support, respectively. Human habitat had significant relationship with the importance and level of accountability. Study of households’ view on ranking of customer orientation aspects of quality of care, especially when faced with limited resources, can help to conduct efforts towards subjects that are more important, and lead to improve the health system performance and productivity.

Keywords:

customer-Orientation , health care , households , quality of care