ASSESSMENT OF SERVICE QUALITY AND CUSTOMER SATISFACTION USING SERVQUAL MODEL IN PHARMACEUTICAL SUPPLY CHAIN

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 analysed 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.