Publication Date
2006
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Abstract
The purpose of this study is to investigate the customer’s perception of service quality
within the context of the pharmaceutical supply chain, and look specifically at the supplier/customer
relationship.
The research in question focuses on the trading relationship
between a pharmaceutical wholesaler and its pharmacy customers. Existing literature shows that
quality of the overall service is determined by the customer’s perceptions of that service; therefore it is
important that the supplier measures the customer’s perception of service quality and understands
what factors influence that perception and build this into their service delivery. The data were
collected via a series of qualitative semi-structured interviews with hospital and retail pharmacies
located in the North West of England.
The findings show that pharmacy customers have a range of vitally important to less
important criteria associated with good service quality and that pharmaceutical wholesalers as
suppliers should aim to excel at the vital and important issues and meet those of lesser importance to
satisfy customers expectations of service quality.
This reinforces the importance of measuring customer
expectations and incorporating outputs into service design to ensure a customer focus to the service
provided. Further consideration should be given to adopting the SERVQUAL tool in conducting future
research and analysis.
Suppliers should be aware that there are vital activities that customers
expect to have performed/delivered and that they need to know what these are and excel at these,
whilst managing less important criteria effectively.
This paper provides an insight into the customer-supplier relationship within
the pharmaceutical supply chain in the NHS, which will be of benefit to practitioners and academics in
this field.
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Citation
Schofield RA and Breen L (2006) Suppliers, do you know your
customers? International Journal of Quality and Reliability Management. 23(4): 390-408.
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Article