The idea of customers’ empowerment in healthcare emerged in response to the rising concern that customers or patients should be able to play a critical role in improving their own health. In traditional healthcare practices, a patient is the recipient of care as well as medical decisions. However, a paradigm shift has taken place – that is, a change from patients who merely receive care to those who actively participate in their healthcare. This change emerged in the 1960s and has spread throughout the entire healthcare industry as a social movement characterised by the right to act based on informed choice, active participation, a self-help perspective, and full engagement in critical processes (Kieffer, 1984).