Aim: Improving the quality of health services provided by different health sectors through capitalizing on consumers’ empowerment in health care.Objective: To identify health care quality dimensions steering up the choices towards different health sectors. As well, to investigate empowerment in health care.Design: a descriptive exploratory, health systems research (HSR). Quantitative as well as qualitative techniques were used to collect the required data.Setting: One of the villages in Giza, Rural Upper Egypt, and MOHP.Study subjects: Quantitative data were collected by interview using close ended questionnaire from all married wives in the reproductive age (15- 49 year old) and their husbands who sought preventive/curative health services in the year before data collection. They totaled 211 couples of different ages and social classes. Qualitative data were obtained from the director general of quality sector at the MOHP, the actively working personnel in the relevant rural primary health care unit, and subgroups of selected husbands and wives. In-depth interviews and focus group discussions were used. Thematic analysis was carried out to interpret the qualitative data.Results: The selected subgroups of the study couples had variable views and attitudes with regard to the different quality dimensions in health care. The study rural couples considered the private sector to be the best in responding to their priority expectations. It was the heaviest in utilization although too costly to the low social classed. They perceived the need for improving the quality of health care but were not acquainted about their rights or how to obtain the desired changes. The lowest social class studied rural participants had the most limited span of choices to health sectors. They voiced basic needs with the fewest or no quality expectations. Suggestions of the interviewed RHU staff to empower the health care consumers included: Combating illiteracy, influential community leaders and representatives educating people about their health care rights in and outside the RHU to market for those rights, appropriate preparation of the health facility to meet the required improvements, suggestions of the director general of the quality sector, MOHP regarding health care consumers’ empowerment included: To dig out the above mentioned quality factors, scientific strategic micro planning at the district level would be better than national planning, Incorporating these quality factors as inputs in the strategic planning of health services, Multidisciplinary efforts from the health, information, religious, education and political disciplines to create the positive attitude in people towards calling for their rights. As well, including the issue of client satisfaction and empowerment in health services in the curricula of medical and nursing schools. Conclusions: Quality perceptions by the health care consumers influence their choice of the health care facility to be sought. This requires a scientific well prepared strategic planning. Focus groups offered important, confidential information on quality and breadth of health care delivery and should be part of quality monitoring activities.