Purpose – The purpose of this paper is to look at the influence of switching barriers on patients’ private general practitioner (GP) service expectations and tolerance zone Design/methodology/approach – From 750 questionnaires distributed to a convenience sample, 257 were completed and returned, yielding a 34 per cent response rate. Findings – There was a significant association between switching barriers and what patients expected from their GPs. Switching barriers did not have a significant association with the tolerance zone. Practical implications – Private GPs can develop strategies to overcome switching barriers. For example, they can develop personal relationships with their patients, re-familiarise themselves with the patient’s medical history before the consultation and provide better services to patients who perceive high switching barriers and hence higher adequate expectations. Originality/value – This study contributes to the existing literature relating to healthcare service quality.