The customer is always right, as they say. Otherwise you lose business.
Are patients customers too? Patients consume health care. In the eyes of hospitals, administrators, and even the government, this qualifies them as customers.
Like Amazon reviews a doctor's visit can be rated based on how long someone sat in the waiting room or what he thought of the doctor's bedside manner. This does not necessarily reflect on quality of care.
Many people report only on extremes of experiences. When they don't get what they want they are more apt to complain. It takes an even higher number of positive vibes to encourage a survey. Most visits fall somewhere in between.
Patients may desire certain things, but it they are not necessarily evidence-based or in line with the best care. Health is not comparable to a sweater or a bowl of soup. A patient deserves to be treated not as a customer but as a whole person. Opening up a dialogue between the doctor and the patient, rather than a survey, is what makes the real difference.