Evaluation of Customer Satisfaction with Service Quality from Accredited Independent Pharmacies Located in Bangkok by Applying the SERVQUAL MODEL
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Abstract
Objective: To assess customer satisfaction of service quality from accredited independent pharmacies located in Bangkok by applying the SERVQUAL MODEL (SM). Methods: This study was a survey research, collecting data from 399 clients in 21 accredited independent drugstores in Bangkok during October 2017-April 2018. Research tool was a questionnaire for measuring service expectation and perceived service quality from the actual use of service by applying the SM which evaluates service quality in 5 dimensions including reliability, assurance, empathy, responsiveness and physical appearance. The study distributed questionnaires to clients after receiving services from pharmacies. Results: Customers’ expectation levels for service were significantly different from the levels of perceived service quality from actual use (P <0.01) In almost every dimension of the SM. Means and standard deviations of service expectations and quality perceptions from actual use of each dimension were as follows: reliability (4.53 ± 0.54 and 4.13 ± 0.63 respectively), assurance (4.50 ± 0.57 and 4.15 ± 0.65 respectively), empathy (4.50 ± 0.61 and 4.13 ± 0.72 respectively), and responsiveness (4.38 ± 0.62 and 4.11 ±. 0.67, respectively). However, physical appearance showed no differences between expectations and perceived quality from actual use of services with means of 3.96 ± 0.75 and 3.96 ± 0.73, respectively. Conclusion: Service recipients of accredited independent pharmacies located in Bangkok viewed that quality of service should improve in every dimension except for the physical appearance which showed comparable levels of perceived service quality and client expectations.
Article Details
ผลการวิจัยและความคิดเห็นที่ปรากฏในบทความถือเป็นความคิดเห็นและอยู่ในความรับผิดชอบของผู้นิพนธ์ มิใช่ความเห็นหรือความรับผิดชอบของกองบรรณาธิการ หรือคณะเภสัชศาสตร์ มหาวิทยาลัยสงขลานครินทร์ ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากการพิมพ์ บทความที่ได้รับการเผยแพร่โดยวารสารเภสัชกรรมไทยถือเป็นสิทธิ์ของวารสารฯ
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