Responding Customer Satisfaction through Logistics Service Qualities: A Study in Pharmaceutical Industry

Abstract

Now a day companies are struggling to react to the difficulties of customer satisfaction through the development of logistics service qualities. In this study, the purpose is to measure the quality of logistical service as a intervene factor in the relationship between logistics capabilities (LC) and customer satisfaction (CS). We used mixed method of research with 8 companies in the pharmaceutical industry. The collected data were analyzed by structural equation modelling and results shown that logistic service totally mediates the customer satisfaction and logistic capabilities of the company. As per the research problem, we use mixed method of research to fulfill the objective of our study. Firstly, we used a qualitative research design under which in depth interviews of five clients and mangers of one Pharmacy company (Pithampur, M.P) has been taken and recorded for further analysis. Secondly, by using questionnaire the survey has been carried out with 87 respondents of Pharmacy sector of Pithampur region. Structural Equation Modelling was used to analyze the collected data. The result of this study clearly indicates the mediation of logistics service quality among customer satisfaction and logistical capabilities of the companies. Number of respondents obtained (87 respondents) and the number of variables (31 measures) used in this study can be the major limitations. Further new research can be suggested in order to increase sample size and variables. For customer satisfaction, the managers of pharmacy companies should focus on logistical capabilities, to empower the company to be dynamic in the search for logistics solutions, integration and provision of reliable information to its customers.