It is quite easy to assess the service quality in many industries. When the company and its customers are directly linked, it's easier for it to get feedbacks on quality. This is completely different in the health field because of a quite simple reason: that is a very specialized field in which there is a well established hierarchy between patients and physicians. However, the Arnold Palmer Hospital set up a system for evaluating the quality of medical cares by surveying its patients. I believe it is essential for the Palmer hospital to get feedbacks from its patients for a simple reason: a medical center built its reputation on its good results but also on the trusty relationship between staff and patients . All hospitals worthy of the name, whether in the US, in Europe or in Asia, are able to provide adequate medical cares, but the patients can judge the hospital through many aspects: the cleanliness and the comfort of the rooms but also the flexibility of the visits, the food, the building maintenance and all the elements which will make their stay less difficult. Acoording to me, patients don't need to be "medical experts" to give their opinion about these specific areas. As we saw it in class, business is more about « how » than about « what ». Patients may not have the knowledges to rate the quality of health cares provided to them, but they can certainly assess how they perceived their stay « in general ». This will enable the Arnold Palmer Hospital to better understand its weaknesses and make improvements on a daily basis, but also to build a strong relationship of trust and confidence with its patients, which is essential for a hospital. As Arnold Palmer has been ranked Among the top 10% of the Hospital in terms of patient satisfaction, It seems shat sheir initiative has been