| Summary: | When discussing the service to society, the principle of costumer ori-ented such as those which have been proposed by David Osborne and Ted Gaebler (1997, 191) is relevant to be applied to all units of service and the public local hospital of Riau Province choossing the principle as one of its mission.
The research is a descriptive research with a case study in the local public hospital of Riau Province. It is found in the result of the research that the implementation performance of customer based approach is the first mis-sion of the local public hospital of Riau Province which is still low.
The lower level of the implementation performance of the customer ori-ented principle is determined by some factors : the customer oriented service mission which has not been fully developed, lack of understanding about the approach among the service officer. Furthermore, the existing organiza-tion culture is less conductive, it still maintains the paternalism and the proposition that the customer is the party which is dependent on the service provider causes the consumers play the passive and weak role. On the other side, the culture of customer gives a minor support to the customer oriented service, society tend to be less critical and has the characters to accept what is given. Similarly, value orientation developed in customers themselves which are mostly Malay people who tend to avoid the conflict, do not likely support this approach implementation. The other factor contributes to the low level of costumer oriented approach implementation is that there is no competitor for the local public hospital in Riau Province.
Keywords: Service - Customer Oriented -Organization Culture - Customer Culture -Competitor
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