Exploring of Customer Orientation in Pregnant Mothers' Health Services from the Perspective of Stakeholders: A Qualitative Study

In a competitive world, the provision of customer orientation health services is so importance. One of the important areas of the health system of the countries is the provision of optimal services for pregnant women. Therefore, the aim of present study is exploring of customer orientation in pregnant mothers' health services from the perspective of stakeholders. This study is a qualitative type of phenomenology (phenomenology). The method of collecting data was a semi-structured interview that was conducted in order to understand the midwives, doctors and pregnant mothers and their companions from a client in the health services of pregnant mothers. The method of collecting data was a semi-structured interview that was conducted in order to understand the midwives, doctors and pregnant mothers and their companions from a client in the health services of pregnant mothers. A total of 57 interviews were conducted and 10 doctors, 10 midwives, 7 nurses, 15 patients and 15 patients were contributed. The sampling method was Purposive sampling. In this study, interviews continued until the acquisition of rich concepts and the non-extraction of new data. The consumer-oriented for pregnant mothers’ health services has the main categories of access and acceptability, dignity, acceptance of responsibility, support. Subcategories include physical and financial access, cultural and social accountability, privacy and respect and independence, good communication and quality and standard care, legal care, commitment and accountability, and understanding needs, and raising awareness and support for the mother as well as protection safety and supply and continuity of care and, ultimately, follow up and coordination. The consumer-oriented for pregnant mothers’ health services involves care that is based on the availability, acceptability and observance of the pregnant mothers, along with the acceptance of the responsibility and support of the client. It is suggested that mothers' health planners consider the above concepts to design and formulate policies and plan maternity care services.