Physiotherapy care is a well-known primary unit of health care for patients with musculoskeletal conditions. In recent years, physiotherapy has penetrated to local community clinics to deliver care services. No relevant research has been conducted to investigate choice behavior of patients who utilize the care service. The reasons consumers select physiotherapy service providers may consider various aspects of beliefs. The Theory of Reasoned Action model was used as a conceptual model to explore various beliefs predicting the utilization of care service. A questionnaire was used to test this model with data collected from 194 clinics’ patients. Results found that “Therapist Expertise” and “Conduct” were the two leading beliefs to influence the attitude towards physiotherapy care. Several recommendations were suggested to the industry marketer in a business perspective on how to optimize patient needs and create innovative services to favor “non-patient” customer groups.