Service Quality Evaluation In the Pharmaceutical Industry: Development of Qualitative/Quantitative Methodology: A case Study
Nstor Cohen Director of Research, Healthcare Marketing Group, ArgentinaMnica Soto Director executive, Healthcare Marketing Group, Argentina
INTRODUCTION
We have been conducting different measurements since 1996, which were generally aimed at assessing the service quality of a number of laboratories. It was borne in mind from the very beginning that we were dealing with a service that, unlike most other services rendered, had the particular feature that its quality would affect those not consuming the product involved.
But this feature did not produce...