Polite, Professional, Practical: what drives caller “satisfaction” with the New South Wales Quitline, Australia

Introduction and Aims Previous studies on smoking quitlines have focused on service effectiveness and usage, describing client characteristics, referral sources and service utilisation. There is a lack of qualitative research examining callers’ perspectives on service quality. The analysis aimed to describe the factors which underpin quitline callers’ descriptions of their satisfaction with the service. Design and Methods We conducted qualitative interviews with 46 callers to the NSW Quitline's English and multilingual lines. We used an iterative, inductive, thematic approach to identify common patterns within interviewees’ descriptions of what informed their level of satisfaction with the service. Results Interviewees evaluated the Quitline service format (frequency, duration and convenience of call-backs), call content and advisor competence in terms of whether these components conveyed care, developed rapport and demonstrated a general professionalism (polite, reliable and convenient service). Satisfaction rested on callers finding advice and resources personally relevant and matching prior expectations, although many did not have an accurate idea of Quitline's services prior to calling. These themes were evident across age, gender, language background and quitting status. Discussion and Conclusions ‘Satisfaction’ with Quitline is complex and not wholly dependent on achieving cessation. Evaluations emerged out of dynamic interactions between callers’ preconceived notions and needs of smoking cessation services and the particular service experience of the caller. While callers’ descriptions of the Quitline were predominantly positive, developing specialised modules for long-term smokers and those with a strong sense of personal responsibility for quitting may broaden the utility of the service