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    Suppliers, do you know your customers?

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    Publication date
    2006
    Author
    Schofield, R.A.
    Breen, Liz
    Keyword
    Pharmaceuticals industry; Supply chain management; Customer services quality; Consumer behaviour; United Kingdom
    Peer-Reviewed
    Yes
    
    Metadata
    Show full item record
    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.
    URI
    http://hdl.handle.net/10454/7205
    Version
    No full-text available in the repository
    Citation
    Schofield RA and Breen L (2006) Suppliers, do you know your customers? International Journal of Quality and Reliability Management. 23(4): 390-408.
    Link to publisher’s version
    http://dx.doi.org/10.1108/02656710610657594
    Type
    Article
    Collections
    Management and Law Publications

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