In the face of increasingly aggressive competition in the health care industry, administrator are required to be able to
build up strategies, policies or new breakthroughs related to improving the quality of their services, through improving the
characteristics of hospital services, which focus on needs of patient, so that the risk of errors or discrepancies between service
characteristics that are enhanced by what the patient wants can be avoided or minimized. The health care system had been
receiving several customer complaints, thereby pulling the overall satisfaction index low. Since most visitors were asymptomatic,
their needs were quite different from patients who visited to hospital for specific treatments. Though, the organisation had taken
a few measures, it had not resulted in any significant improvement.
