SERVICE QUALITY REVISITED - STRIVING FOR A NEW ORIENTATION

This article examines the concept of service orientation. A brief over view of what is known about the concept in general service and health care organizations is provided, as is consideration of measurement iss ues and directions for future research in this area. Unfortunately, de spite the great need for information, very little is known about servi ce orientation in health care. This state of affairs, however affords abundant opportunities for relevant research.