“…Shemwell, Yavas, and Bilgin (1998) discovered through patient surveys that, "Doctors should focus on improving the 'how it is done' aspect of service rather than the 'what is done' aspects of service" (p. 163) to increase patient satisfaction. The fields of nursing (Johansson, Oleni, & Fridlund, 2002), dentistry (Corah, O'Shea, Pace, & Seyrek, 1988), and physical therapy (Beattie, Pinto, Nelson, & Nelson, 2002) all dealt with similar problems with consumer satisfaction. What sets athletic training apart is that these other health professions acknowledged these shortcomings years ago, developed instruments to measure patient satisfaction with service, identified and categorized these critiques, and now address them as part of the students' curriculum.…”