Purpose: The aim of this study was to explain the patient assessment experiences of the medical staff responsible for customer satisfaction and quality improvement at their respective medical institutions. Methods: This was a qualitative study using a focus group with quality improvement or custom service department managers. Participants were selected using purposive sampling. Data collection was conducted with seventeen participants divided into three focus group interviews from July 3 to 5, 2017. Each interview took an average of 1 hour and 40 minutes. Transcribed data were analyzed using qualitative thematic analysis. Results: Base on the analysis, four categories and eight themes were derived. The categories were: 1) what is the quality of hospital service? 2) between directionality and timeliness, 3) variations in recognition and application, and 4) changing in hospital culture Conclusion The assessment of patient's experience has spread a patient-centered culture and elicited significant changes in the behavior of medical and hospital staff. However, the survey instruments and procedures for assessing patient experiences need to be continuously improved, and additional research is required to secure evidence related to patient experiences.