Service quality evaluation in the Pharmaceutical industry. Development of a qualitative/quantitative methodology: a case study

The use of this methodology allows us to draw a performance chart of ourselves as well as of competitors, identifying the strong cores of services that are to be maintained, the weak cores that need to be improved and those others of a more complementary or non-significant nature.

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...

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