Are We Any Closer to Understanding what is meant by Customer Orientation? The Hospital Experience

Abstract

This paper presents a review of the concept of customer orientation and seeks to clarify current thinking. It identifies some key definitions within the development of this area and evaluates their contribution. The theory of customer orientation identifies a number of alternative definitions and approaches which are sometimes contradictory but often complementary. The divergent views appear to fall between the areas of management’s vision and customer centeredness. An in-depth field interviews are thus conducted to ascertain the understanding of the concept among healthcare practitioners alongside a field work on patients of public hospitals. The findings suggest that patient satisfaction is related somehow to the age and level of education of the patient and that, customer orientation does not absolutely result to patient satisfaction unless there is a dedicated effort at establishing the right modalities to its implementation. The study recommends the need for the development of the right mental attitude by medical staff in order to be able to treat all patients (irrespective of age and level of education) with genuine empathy, concern, respect, civility and friendliness.

Originality/value: The study successfully develops a working definition to the concept of customer orientation in the health sector and establishes for the first time in patient satisfaction studies, a trend that suggests that some patients are giving priority in general patient care. Patient satisfaction studies are often used by healthcare organisations for service improvements and thus the findings established from this research will enable healthcare institutions to improve on their service delivery.

Keywords: Customer Orientation, Patient Satisfaction, Public hospitals, Ghana