Abstract:
This study was conducted to assess service quality and customer satisfaction using SERVQUAL
model in pharmaceutical supply chain. The study specifically assessed customers’ perception on
service quality in pharmaceutical supply chain in the MSD Mount Meru outlet; the SERVQUAL
model dimensions which influence customer satisfaction in pharmaceutical supply chain in the
MSD Mount Meru outlet; and the quality of service on customer satisfaction in pharmaceutical
supply chain in the MSD Mount Meru outlet. The study was conducted in Arusha where MSD
community outlet is located. The study employed a case study design with a quantitative
approach, whereby a sample of 100 respondents was obtained from the population of 62,094
people. Primary data were acquired using questionnaire and being analyzed by SPSS
descriptively. The study findings revealed that customers’ perception on the MSD Mount Meru
outlet has been focusing on empathy. The findings further revealed that tangibility dimension had
a strongest relationship with customer satisfaction while responsiveness dimension had a weakest
relationship with customer satisfaction. It was also found that availability of medicines and medical
devices had the strongest correlation with customer satisfaction. The study concluded that there is
a significant relationship between SERVQUAL model dimensions and customer satisfaction in
MCO Mount Meru. Major recommendations were directed to the MSD Management to consider
more improvement of the MSD facility outlook as well as addition of personnel. Also to the MCO
Mount Meru personnel to make more improvements on fulfilling promised services timely
