A customer/ patient
Customers/patients have not come to have a good time. They have not come to leave their troubles behind, and they are not in a mood to be happy.
They have been forced to use a service that they could have avoided if the chance was given.
They usually come with a problem and try to avoid it as much as possible.
Since they are not experts, they don’t know what to expect.
In a transaction, there is usually a finality of prices but it is unpredictable here.
Trust is very important, without that, the relationship is questionable.
The environment is not conducive to positiveness.
The general perception is that they are being overcharged partially due to poor understanding and comprehension.
Choices are limited when you are faced with such problems.
While they will demand a lot, they may not necessarily be correct. Being a customer implies that ‘I get the services I want’. It means that ‘I am right and I know exactly what I want.’ However, they are not always right and experts should tell so.
Sometimes the result of the service is still an illness and/or further repairs.
Even the best of services cannot necessarily give them a positive outcome or satisfaction to customers.
There is a level of inequality between the customer/ patient and the institution and this creates a huge trust deficit. In a for-profit hospital, it is more so. The feeling is that the vulnerability of the customer/ patient is being capitalized upon. Trust is the bedrock on which the relationship can survive. There are also other very important aspects like the physical environment which are very important but that suggestion is for another day!
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