DETERMINING CUSTOMER SATISFACTION IN THE PHARMACY USING THE "SERVQUAL" TOOL

Abstract

The SERQUAL research tool has been successfully used in successful organizations in Japan and Western developed countries. The use of the SERVQUAL (Service Quality) method establishes:

• The service/service is considered the best if the perceived (received) service exceeds the customer's expectations;
• Service/service is considered adequate or acceptable if the expectation is equal to the (perceived) received;
• The provided service (perceived) is classified as negative (unacceptable) if it does not correspond (does not justify, is less) to the customer's expectations;

This tool allows to actually measure the quality of the service according to the main issues, which is the difference between the expectation and the perceived service, and it is divided into 5 criteria.