The aim of the current study is to assess the level of satisfaction towards pharmaceutical services among Romanian customers. Moreover, we were interested in building the socio-demographical profile of a Romanian satisfied customer. The study has a transversal design and uses a quantitative approach. Data was collected at the national level in June 2012 by using Computer Assisted Telephone Interviews (CATI) and resulted in 1,478 valid questionnaires. Descriptive statistics were performed in order to properly present the sample of interest according to socio-demographic characteristics, as well as general attitudes towards pharmaceutical market. According to our analysis, only half of the respondents have a favorite pharmacy (50,4%). Regarding their level of satisfaction, the majority of respondents (53%) declared themselves as being quite satisfied with the pharmacy that they usually collaborate with, whereas 42% of respondents are very satisfied with their favorite pharmacies. According to our analysis, the most satisfied customer has the following socio-demographic characteristics: female (N=351), aged between 56 and 70 years old (N=259), having high school as the highest level of education (N=184), living in an urban area (N=343), having a monthly income of 501-1000 RON (N=217), married (N=396), having no chronic disease (N=312), having a family composed of two members (N=185). Customer's satisfaction represents a personal evaluation on the pharmaceutical services and providers and is an essential part of the quality of health care. Therefore, it is vital to assess the customer's expectation and satisfaction in order to ensure the success of the pharmaceutical company.Keywords: customer, satisfaction, pharmacy, services.
IntroductionCustomer satisfaction has become an essential variable regardless of the type of market we may refer to. A good health status is essential to the quality of life. Moreover, the quality of health services is the starting point for improving each individual's health status [1]. Quality management aims to reach continuous quality improvement of health services by including quality planning, quality control, quality assurance, and quality improvement [2].In the context of pharmaceutical market, customerprovider interaction is influenced by both parties' expectations. Therefore, a higher degree of customer satisfaction regarding pharmaceutical services provided by a companies may lead to a stronger relationship [3]. Customer's satisfaction represents a personal evaluation on the pharmaceutical services and providers and is an essential part of the quality of health care [4]. Therefore, it is vital to assess the customer's expectation and satisfaction in order to ensure the success of the pharmaceutical company [5].Satisfaction refers to both the realities related to care that each customer interacts with and expectations and preferences towards products and services [6]. According to recent studies the most important factors that ensure a high level of quality of pharmaceutical servic...