An investigation into the application of the SERVQUAL model in Cox's pharmacy, Carrick-on-Shannon, Co. Leitrim

Abstract

The purpose of this study is to gain an understanding of the level of service quality within Cox’s pharmacy. A SERVQUAL methodology was used to measure service quality within the pharmacy where each element of the service was tracked under the models five dimensions tangibles, reliability, responsiveness, assurance and empathy. To conduct this study a qualitative research approach was used where findings emerged from personal interviews with five pharmacy assistants and one pharmacist. Thirty customer surveys were also administered. Each respondent had different views on the quality of service provided. For the research design, a case study approach is used. This case study approach is used to illustrate the level of service being practiced within the Pharmacy. Initially the study provides an introduction to the general service quality literature before discussing the role that service quality plays in the pharmacy industry. The author identifies a number of structural steps to guide this empirical work. The first step examines the service market literature relevant to service quality. The second step illustrates what is meant by the concepts of service quality. The third step examines how Cox’s Pharmacy measures itself against the current service models. The final step investigates how service quality is perceived from respondents and highlights additional steps needed to improve the level of service the pharmacy currently offer. As part of the evaluation process, questions emerged from this research, which were in turn used to drive of the research questions within the case study. The outcome of the study highlighted that the level of service offered to customers varied within the pharmacy where discrepancies existed between the respondent’s perceptions and expectations of the service. The following gaps are identified in areas of training, communication, the servicescape and flexibility of the service. Further recommendations are then addressed for management to close the existing gaps so that the level of service can be improved. Service quality is not an simple concept to define and can mean different things to different people. Differences between consumer’s expectations and the organisations perception of consumer expectations of quality are imperative to recognize and determine the level and quality of service provided. Service quality is critical in business today and customer can be loss if their needs and wants are not met. By knowing your customers and designing services to meet their needs will result in customer’s satisfaction.