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Differentiation by Improving Quality of Services at the Last Touch Point
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology. (Internationalization)
Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
2012 (English)In: Proceedings of the 15th QMOD-ICQSS conference, 2012Conference paper (Other academic)
Abstract [en]

Application of generic system and increase number of local generic producers on one hand and hyper competition of international generic producer of drugs from low cost countries on the other hand has put Iranian pharmaceutical firms in a challenging situation. So the pharmaceutical companies are left with no other choice than differentiating themselves in forefront dealing with customers, so called “the last touch point”. Therefore, pharmacies and the quality of their service has become point of concern.

 This study was aimed to assess the quality of services provided by the community pharmacies in Tehran and suggest some improvements. Among different service quality models, SERVQUAL model was used in the survey. The data was gathered by questionnaires including 22 pair items measuring expectation and perception, followed by 32 in-depth interviews. Furthermore, the views of our expert panel/group have been identical to the study. The results of SERVQUAL survey show serious problems in all dimensions: Information, Reliability, Empathy, Appearance and Time commitment. The lowest satisfaction rate was for information which shows customers do not receive their required information by pharmacists while the highest was for tidiness of people and place. The results also confirm the necessity of some modification in SERVQUAL items and dimensions to fit better to Pharmacy services.

The results of interviews show that the pharmacy managers are, to some extent, aware of the situation but perceived the improvements to be costly for them.  As usual they blame the others, mainly pharmaceutical firms, government, social security organizations, prescribers of drugs, etc. They also confirm that the improvement of pharmacies’ services can help pharmaceutical companies in many ways and increase patient satisfaction. Most of pharmaceutical managers understand the role of Pharmacies in differentiation of generic drugs.

Place, publisher, year, edition, pages
Keyword [en]
the quality of pharmacy services, SERVQUAL, Differentiation, and customer satisfaction
National Category
Economics and Business Economics and Business
URN: urn:nbn:se:liu:diva-89566OAI: diva2:608262
15th QMOD-ICQSS conference, 5-7 September 2012, Poznan, Poland
internationalization, MBA ProMA
Available from: 2013-02-26 Created: 2013-02-26 Last updated: 2013-03-08

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