| Abstract | With the economic growth and the potential opportunities for pharmaceutical industry,
more foreign enterprises want to invest in Vietnam pharmaceutical market. There are total
of more than 800 trading enterprises across the nation that make the distribution of
pharmaceutical products becomes more competitive nowadays. To be the leader in the
market, the distributor in pharmaceutical industry should have unique strategy to
differentiate itself with its competitors by not only low price but also by high service
quality. The quality of service should be delivered to the customers beyond their
expectation, which can be monitored by a customer satisfaction survey done consistently.
The customer satisfaction survey is carried out for DKSH Vietnam Company, who
currently provides the logistics services to forty-three pharmaceutical manufacturers in
Vietnam. The main objective of the research is to understand the customers’ current
perception towards DKSH services performance and service quality, which related to all of
its functional departments: customer care center, sales representatives, warehousing and
delivery staff, collection staff and payment policy applied to customers. Besides that, the
research also helps to understand the level of importance of each attribute of each key
driver for customer satisfaction towards DKSH services. Finally yet importantly, the
research also finds out the expectation from customers regarding services not provided by
DKSH Company at present.
From the key findings of the research, the recommendations for action plan were given for
improvement of weakness areas in its service performance based on customers’ perception. |