Abstract
This case study examines the customer orientation of primary health centres (PHCs) of a district in Uttar Pradesh. Ten PHCs have been studied for this purpose. The study explores input level facilities and human resources available for providing services. Attitude and behviour of doctors and other staff towards customers (patients and attendants of patients) were studied from the perspective of the customers. Similarly, we tried to understand the viewpoints of health officials at district and PHC levels. Customers wanted to improve services of PHCs through panchayat pressure, persuasion and leaders’ intervention. Agitation was the relatively less preferred strategy. They also did not want to passively tolerate poor services at PHCs. Doctors and staff had their own grievances that affected their morale and performance.
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