The study set out to investigate Customer Care in the . Pharmaceutical Industry with
reference to Retail Pharmacies in the Mafikeng area. This will be achieved through the
following:
Highlighting any inadequacy of customer care process at retail pharmacies, determine
if the current customer care tools utilised are optimal or not, determine the extent at
which such tools are utilised and to determine where accountability lies for customer
care within the organisation.
Six out of eight pharmacies participated in the study (75%, Four of which are leaders
in the market as they are big stable companies and some are franchises. The measuring
instruments utilised was a questionnaire because of the descriptive nature of the study.
The questionnaire was in a structured format which consisted of two parts, namely,
demographics and general questions evaluating the competency of staff and the quality
of service.120 respondents participated in filling in the questionnaire over a period of
two weeks. Every pharmacy had twenty respondents respectively.
The findings revealed that most respondents were satisfied with the service provided ,
with only a few who were unhappy about certain elements of the questionnaire.
However, the overall responses were satisfactorily and unexpected since patients tend
to complain about services.
The researcher recommends that staff need to be trained on the following, how to be
friendly to customers and greet them with a smile. Greet them by name if possible, as
it will impress the patient to notice that staff members know him/her by name. To be
polite and pleasant when talking to clients. To be trained on product knowledge as it
improves competency and confidence of client in a person. Adequate training of staff is important as it ensures provision of quality service to the
patients, thus reducing complaints. Even though the results of the study were
satisfactorily, it is important for the management of the organisation to concentrate on
Few patients who are not happy about the service so as to improve and satisfy as many
customers as possible. / (MBA) North-West University, Mafikeng Campus, 2003
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:nwu/oai:dspace.nwu.ac.za:10394/11279 |
| Date | January 2003 |
| Creators | Bogatsu, Letta Mokate |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
Page generated in 0.002 seconds