The Perception of Customer Service at the Drug Wholesaler-Independent Retail Pharmacist Interface

Abstract

This study compared independent retail pharmacists and drug wholesaler representatives preceptions of the importance of and satisfaction with customer services. MANOVA indicated that drug wholesalers perceived customer services as both more important and more satisfactory than independent retail pharmacists. Service relevancy matrices were constructed from the ratings of importance and satisfaction to provide a classification of the customer services into responsive, desired, unvalued, and marginal service categories. The matrices indicated that pharmacists and drug wholesalers classified 21 of the 35 services similarly.