Abstract
Background: Customer orientation is becoming as important in providing health care services as it is in other services. In addition to expecting good health care, patients are also expecting good customer service from their health care providers. Selection of a family physician is a deliberate choice process.
Objective: This study investigated the variables that influence the choice of a family care physician.
Method: This study used an experimental design to investigate the influence of physician's communication style, physician's expertise and role of office staff, appointment availability, etc on the selection of a physician.
Results: The results show the significance of physician's expertise and the role of office staff in the choice of a physician.