In this scenario, our urgent care, Coastal Urgent Care, is performing well in comparison to the rest of the market segment, however, it is falling far behind Sierra Urgent Care. The consumers of these services hold Sierra with high regards; leading to higher patient satisfaction scores. One item that can lead our organization to higher patient satisfaction scores is a reassessment of our customer service approach. Increased patient satisfaction has the potential to increase patient utilization through peer to peer referrals (Prakash, 2010). There are other competitors for service as illustrated in the grid above. The perception the customer has regarding the level of service they receive has an impact on their future use and peer to peer referrals.
