title: Patients as customers: Applying service industry lessons to health care.
authors.affiliation: Harvard Medical School, 250 Longwood Ave., Boston, MA 02115, United States. Electronic address: brian_powers@hms.harvard.edu.
authors.forename: Brian W
authors.initials: BW
authors.lastname: Powers
authors.affiliation: Harvard Medical School, 250 Longwood Ave., Boston, MA 02115, United States; Brigham and Women's Hospital, Boston, MA, United States; Leonard Davis Institute of Health Economics, University of Pennsylvania, Philadelphia, PA, United States.
authors.forename: Amol S
authors.initials: AS
authors.lastname: Navathe
authors.affiliation: Harvard University, Cambridge, MA, United States.
authors.forename: Khin-Kyemon
authors.initials: KK
authors.lastname: Aung
authors.affiliation: Harvard Medical School, 250 Longwood Ave., Boston, MA 02115, United States; Boston VA Medical Center, Boston, MA, United States; Merck and Co., Inc., Boston, MA, United States.
authors.forename: Sachin H
authors.initials: SH
authors.lastname: Jain
keywords: Health care delivery; Patient centered care; Patient preferences