Research Report by Lubna Hassan 33315 PDF

RESEARCH REPORT
APPLIED BUSINESS PROJECT (BUS 305)
Research report to identify the customer satisfaction about the services

and medicines provided in STO Kulhudhuffushi pharmacy
Student Name: Lubna Hassan
Student ID: 33315
Course: Bachelor of business marketing and management
Academic Supervisor: Mr. Mohamed Shamoon
Work place supervisor: Mr. Ahmed Dheep Hassan
MNU Business School, Kulhudhuffushi campus

Executive Summary
This is a research report based on the satisfaction of the customers of STO Kulhudhuffushi
pharmacy regarding the medicines and the services they provide. Mainly there are five chapter is
this research report. In the first chapter of the report I have included the reasons to conduct this
survey, objectives of the survey, hypothesis and the limitation of this survey. In the second
chapter the literature review was formulated by analyzing the literatures of different authors. In
the third chapter, I have included the ways in which the survey will be conducted and how it will
be analyzed. The next chapter is used to show the findings of the research and followed by that a
conclusion and the recommendations based on the survey results are provided.
Applied Business project by Lubna Hassan (33315) 41 | P a g e

Bachelor of Business, MNU Kulhudhuffushi Campus
Table of Contents
Executive Summary..................................................................................................................................... 41
1.2 Problem statement ............................................................................................................................. 43
1.3 Research Objectives .......................................................................................................................... 43
1.4 Hypothesis......................................................................................................................................... 44
1.5 Limitations ........................................................................................................................................ 44
Chapter 2: Literature review ....................................................................................................................... 45
Chapter 3: Methodology ............................................................................................................................. 48
3.1 Methodological frame work .............................................................................................................. 48
3.2 Research design ................................................................................................................................ 49
3.2.1 Scope and coverage.................................................................................................................... 49
3.2.2 Research method ........................................................................................................................ 49
3.2.3 Sampling .................................................................................................................................... 50
3.2.4 Data collection tools................................................................................................................... 50
3.2.5 Data collection Procedure .......................................................................................................... 50
3.2.6 Analytical procedure .................................................................................................................. 51
Chapter 4: Results and Discussions ............................................................................................................ 52
Chapter 5: Conclusion and recommendation .............................................................................................. 65
5.1 Conclusion ........................................................................................................................................ 65
Hypothesis........................................................................................................................................... 65
5.2 Recommendation .............................................................................................................................. 66
5.3 Further research ................................................................................................................................ 67
References ................................................................................................................................................... 68
Appendix ..................................................................................................................................................... 69
Tables ...................................................................................................................................................... 69
Survey questionnaire ............................................................................................................................... 72

Chapter 1: Introduction
1.2 Problem statement
The problem statement for this proposal is the customer satisfaction of STO Kulhudhuffushi
pharmacy. In this proposal I will try to identify whether the customers of STO Kulhudhuffushi
pharmacy are satisfied with the medicines and the services provided, if they are satisfied what
the factors that leads to the satisfaction and if not satisfied what are the factors that leads to the
dissatisfaction of the customers. In addition to this the things that can be done to improve the
services will also be identified from the feedbacks of the customers. It is important to make a
study on this topic to improve the customer satisfaction as well as the reputation and the sales of
STO Kulhudhuffushi Pharmacy.
1.3 Research Objectives

The main purpose of this research is to identify the views of the customers about the service and
the medicines provided from STO Kulhudhuffushi pharmacy. This survey is also important due
to the following reasons.
To identify the factors that leads to the customers satisfaction.
To identify the reasons for dissatisfaction.
To identify how the satisfaction of the customers can be maintained.
To identify what are the additional services that can be provided to the customers to
increase the satisfaction.
To ensure that the STO Kulhudhuffushi pharmacy provides the medicines in a

competitive prices.
To identify whether the customer needs are fulfilled by providing wide range of
medicines and other related items.
To provide appropriate recommendations for the management to improve the services.

1.4 Hypothesis
Customers are the most important asset for any organization, it is important to develop a
hypothesis which will identify the level of the customers satisfaction. The following is the
hypothesis for the customer satisfaction of STO Kulhudhuffushi pharmacy.
H 0 = There are no certain factors which affects the customer satisfaction of STO
Kulhudhuffushi pharmacy.
H 1 = There are certain factors which affects the customer satisfaction of STO Kulhudhuffushi
pharmacy.
There are many factors that lead to customer satisfaction. Customers will be more satisfied if
there is variety of good quality medicines available in the pharmacy. Information about the
medicines should be provided to the customers for the customers requirement. In addition to
this, the information about the customers should be stored confidentially.
1.5 Limitations
There are several limitations in this survey that may affect the results. The following are some of
the limitations that I have come across while doing the research.
As the sample size is 45 participants, the results of the survey will not be fully accurate.
No written data about STO Kulhudhuffushi pharmacy is available, which I could use as a
secondary data.
Customers may not reveal the actual answers for the questions although it is confidential.
Limited time is available to do the survey.

Chapter 2: Literature review
Customer satisfaction can be said that the customers are receiving the expected benefit from the
services or the goods that are offered. Customer satisfaction is very important for the success of
any business. To retain the customers customer satisfaction is essential. There are some of the
factors that lead to customer satisfaction. Some of them are the quality of the service, availability
of the information about the products, understanding the customer needs by the staffs, friendly
and helpful staffs, their attribute and attention towards the customers and the environment where
the service is provided. The following are the views of different authors about the customer
satisfaction.
What is customer satisfaction?

Customer satisfaction is largely believed to be the cornerstone of marketing (Churchill &
Suprenant, 1982; Oliver 1997; Szymanski & Henard, 2001; Zeithaml, Berry & Parasuraman,
1993). Typically, customer satisfaction is viewed through the lens of customer perceptions
relative to the expectations the customers had (Friedman, Brown & Taran, 2011). Customer
expectations get confirmed when the product performs as expected and disconfirmed otherwise;
Disconfirmation is positive when the product performs better than expected and negative when it
performs worse than expected. Positive disconfirmation may lead to customer delight (Oliver,
Rust & Varki, 1997) and negative disconfirmation to dissatisfaction (Churchill & Suprenant,
1982). (Zinaida Taran & Friedman,, 2016)
Customer satisfaction is defined as a customers overall evaluation of the performance of an
offering to date (Johnson and Fornell 1991). This overall satisfaction has a strong positive effect
on customer loyalty intentions across a wide range of product and service categories, including
telecommunications services (Fornell 1992; Fornell et al. 1996). As an overall evaluation that is
built up over time, satisfaction typically mediates the effects of product quality, service quality,
and price or payment equity on loyalty (Bolton and Lemon 1999; Fornell et al. 1996). It also
contains a significant affective component, which is created through repeated product or service
usage (Oliver 1999). In a service context, overall satisfaction is similar to overall evaluations of
service quality. Compared with more episode-based or transaction-specific measures of

performance, overall evaluations are more likely to influence the customer behaviors that help a
firm, such as positive word of mouth and repurchase (Boulding et al. 1993). (Gustafson,
Johnson, & Roos, 2005)
Why customer satisfaction is important?

In service sector it is exceptionally important because customer satisfaction is probably the main
key to a successful business, recognition and retention of customers because service processes
more or less involve the customer. Companies look for ways to find out customers desires but at
the same time want to ensure their satisfaction with services. Therefore it is very important to
clarify not only the most important determinants of customer satisfaction on services but also
explore which of them are the most effective. So the main issue of this work is to find out the
main conceptions and factors of customer satisfaction on services and its importance for
organizations. (Gegeckait, Factors of customer satisfaction on services, 2011)
Basic and essential key factor which helps to save customers in organizations is satisfaction
(Barakina and Kreiman, 2006). Satisfied customer last longer, buy more and more companies
develop new services, positively impacting the company and its offerings, less attention to
competitors advertising, not as sensitive to price changes, while also providing new ideas for
the company. Therefore every organization must continually monitor if their customers are
satisfied. Bagdonien and Hopenien (2005) point out that one of the most important
determinants of customer satisfaction quality of service. Dulskis (2010) identifies the following
consumer satisfaction factors: service provision, its quality; accessibility; the delivery rate
(efficiency); professionalism; informative service; understanding the customer; friendly staff,
their attitude and attention; the physical environment. So we see that one of the key customer
satisfaction factors consumer awareness, perception, and attitude. Jonikas (2010) believes that
user satisfaction depends on the established relationship with the service provider. (Gegeckait,
Factors of customer satisfaction on services, 2011)

The three Cs of customer satisfaction
In the article the three Cs of customer satisfaction: Consistency, consistency, consistency
Bruce Springsteen stated that its not enough to make the customers happy with each interaction.
According to their most recent customer experience survey of some 27,000 American consumers
across 14 different industries found that effective customer journeys are more important:
measuring satisfaction on customer journeys is 30 percent more predictive of overall customer
satisfaction than measuring happiness for each individual interaction. In addition, maximizing
satisfaction with customer journeys has the potential not only to increase customer satisfaction
by 20 percent but also to lift revenue by up to 15 percent while lowering the cost of serving
customers by as much as 20 percent. Our research identified three keys to consistency. The three
Cs they mentioned are: customer journey consistency, emotional consistency and
communicational consistency. (Pulido, Stone, & Strevel, 2014)
From the opinion of different authors it can be said that customer satisfaction is very important
for the success of any business.

Chapter 3: Methodology
3.1 Methodological frame work

For this research primary data and secondary data have been collected. Primary data is collected
through observations and survey. Secondary data is collected from the literatures of different
authors and from the organizations website. The following diagram shows the factors that lead to
customers satisfaction and dissatisfaction.

3.2 Research design
3.2.1 Scope and coverage

Participants for this research were selected from the customers of STO Kulhudhuffushi
pharmacy. Randomly selected 45 customers were used for the survey as it uses simple random
sampling. For this research a quantitative study will be conducted. Data for the research was
collected from 24th April to 15th 2017. The questionnaire was prepared and tested for the errors
before conducting the survey. The survey is conducted by using Google forms. The
questionnaire was distributed through SMS and viber groups.
In the questionnaire some of the personal questions like age, gender was included. Mainly the
questionnaire was focused to identify whether the customers of STO Kulhudhuffushi pharmacy
was satisfied or dissatisfied about the services and the medicines that have been provided. The
data collected from this survey was analyzed by using Microsoft Excel.
3.2.2 Research method
Quantitative
To collect the quantitative data, a pre designed questionnaire was used. The questionnaire was
made by using Google forms. The questionnaire was distributed to the customers by using viber
groups and SMS. I have chosen this method as it will be easy to analyze and the data collection
process is easy as the questionnaire is prepared by using Google forms.
Qualitative
As a qualitative data observations were used. When I was sitting inside the counter, I was able to
see the customers expressions when the required medicines were not available. Satisfaction and
dissatisfaction can be seen from the face of the customers and from their behavior.

3.2.3 Sampling
As the STO Kulhudhuffushi pharmacy is a large organization, there were so many customers.
The actual number of the customers is unknown. Therefore I have tried to get the maximum
number of responses during the time allocated for the survey. As the time was limited I was not
able to collect so many responses. I have collected only 45 responses. The respondents have been
selected randomly.
3.2.4 Data collection tools

To collect the data Google forms have been used. The forms were sent to the participants
through an electronic media. In addition to this some of the information are collected through
face to face conversations.
3.2.5 Data collection Procedure

When the questionnaire was finalized after checking for the errors, it was distributed to many
people. It was very easy to select people for the sample as most of the people of Kulhudhuffushi
and nearby island were customers of STO Kulhudhuffushi pharmacy. If any of the participants
had a doubt in filling the forms, I have clarified them by giving quick responses. About three
weeks have been used to collect the data.

3.2.6 Analytical procedure
After the data was collected, I have checked the data set for any missing data. To get a complete
set of data I have filled the missing data by giving a neutral answer. After editing the data, the
data was coded to make it easy for the analysis. For this research the following software or
programs have been used.
Google form
Data collection was done by using Google forms. In addition to this some of the graphs can also
be seen from the Google forms. The summary of the collected data were shown as graphs and
charts based on the type of the question.
Microsoft Excel
I have entered the data into MS Excel after coding them. After that I have generated the graphs
using MS Excel. Colors of the graphs can be changed in MS Excel according to the users wish.
Microsoft Word
I have used the MS word to write the report. I have used MS word for the report as it has many
features that makes the report writing easy. Graphs can be copied to MS word and editing can
also be done if needed.
Microsoft PowerPoint
I have used MS Power Point for the presentation.

Chapter 4: Results and Discussions
The following pie chart shows the percentage of people who have used STO Kulhudhuffushi
pharmacy in the given time period. From this chart I found that 24% of the Males and the 76% of
the females have used the services. The differences in the female and male percentage may be
due to the culture that most of the female parents will come to take the medicines for their
children and to their relatives.
Gender
24%
Female
76% Male
Figure 1

The following Pie chart shows the age group of participants that have been used for the survey.
From that I found that most of the participants are between the age group of 18 and 28 years.
From the survey I found that unfortunately the data from a participant above the age of 51 have
not be collected. As a result of this, it may not show the actual picture of the customers of STO
Age
9%
18-28
29-39
38% 53%
40-50
51-61
above 62
Figure 2

The following pie chart shows that more than 50% of the customers get the medicines on both
under insurance scheme and on cash basis. According to the survey there was no customer who
receives the medicines on the cash basis only. Also nearly half of the customers get the
medicines under the insurance schemes like Aasandha, allied insurance etc.
On which basis do you get medicine?
44%
Under insurance scheme
56%
On cash basis
Both
Figure 3

From the figure 3 it is evident that there are people who buy the medicines on cash basis,
although there is a health scheme. From my experience in STO Kulhudhuffushi pharmacy I
found that some of the medicines are not cover under the health schemes.
Therefore it is very important to compare the prices offered by the STO Kulhudhuffushi
pharmacy with its competitors. The following diagram shows the view of the customers
regarding the prices of the medicines. According to the survey 73% of the customers said that the
prices of the medicines offered in STO Kulhudhuffushi pharmacy was lower or same as the
prices that were offered in the other pharmacies. Only 5% of the customers believed that the
prices were extremely higher as compared to other pharmacies.
As STO Kulhudhuffushi pharmacy is the only pharmacy in Kulhudhuffushi that have

government shares, I believe that the prices of the medicines they offered should be lower as
compared to other pharmacies.
Prices of the medicines available in STO

Kulhudhuffushi pharmacy
Extremely high as compared
5% to other pharmacies
22%
Same as the other
pharmacies
40% Low as compared to other

pharmacies
Some of the prices are higher

33%
and other were lower than
other pharmacies
Figure 4

As nearly half of the customers were taking the medicines under the Aasandha scheme it is very
important to get all the medicines from one pharmacy. From my observations I found that
customers will not take the medicines if all the medicines were not available.
Therefore the availability of the medicines plays a vital role in increasing the sales and in
increasing the customer satisfaction. The following figure shows the availability of the medicines
in STO Kulhudhuffushi pharmacy. According to the survey I found that no customers were on
the extremes, able to get all the medicines and not able to get any medicines. 47% of the
customers said that they were able to get some medicines and 42% of the customers said that
they were able to get most of the medicines. But there were also some customers who said that
very less medicines were available in STO Kulhudhuffushi pharmacy.
To overcome the problem of less availability of the medicines, in my opinion the orders should
be placed more frequently.
Availability of the medicines
11% Able to get all the medicines
Able to get most of the

42% medicines
Able to get some medicines
47% Very less medicines are

available
Not able to get any
medicines
Figure 5

As most of the customers works in busy schedules it is very important to deliver a fast service to
attract more customers. The following diagram shows the level of customers when considering
the time taken to deliver the service.
According to the graph more than three forth of the female customers were either extremely
satisfied or satisfied about the time taken by STO Kulhudhuffushi pharmacy to deliver the
service. But there are few customers who were dissatisfied about the time taken to deliver the
services. But no female customer was extremely dissatisfied about the time taken to deliver the
service.
When considering the male customers there was a change in the pattern. According to the graph,
about 50% of the male customers were satisfied or extremely satisfied with the time taken to
deliver the service. Also there were few customers who were extremely dissatisfied about the
time taken to deliver the service.
To overcome this dissatisfaction there are several measures that can be taken by STO
Kulhudhuffushi pharmacy. It includes increasing the number of staff, giving queue numbers to
the customers or conducting training programs for the employees to improve the productivity.
Figure 6
Satisfaction of the customers when considering the time

taken to deliver the service
Extremely satisfied
6% 9%
15% Satisfied
Neither satsfied nor

Female dissatisfied
Dissatisfied
70%
Extremely dissatisfied

One of the most important tangible is the cleanliness of the place. According to the survey I
found that all of the customers were on the positive side when considering the cleanliness. More
than 50% of the female customers said cleanliness as very good and the rest of the female
customers said that was good.
When considering the male customers, 55% of the customers said the cleanliness as very good
and the rest of the male customers said as it was either good or fair.
Cleanliness of the STO Kulhudhuffushi pharmacy

80
70
60
Percentage
50
40
30
20
10
0
Very good Good Fair Poor Very poor Don't know
Female 68 32
Male 55 36 9
Figure 7

People will not be frustrated to wait for some time to get the service if the waiting area is
confortable and convenient for them to wait. Unlike other pharmacies in Kulhudhuffushi, in STO
Kulhudhuffushi pharmacy there is a big customers waiting area with lots of comfortable chairs.
The following chart shows the view of the customers when considering the comfort and the
convenience of the waiting area of the customers of STO Kulhudhuffushi pharmacy. According
to this graph no customer have shown a dissatisfactory result when this aspect was considered.
From the female customers, more than 90% of the customers said that the comfort and
convenience of the waiting area as very good or good.
When considering the male customers all the customers said that the comfort and the
convenience of the waiting area were either very good or good.
Comfort and Convenience of the waiting area

80
70
60
Percentage
50
40
30
20
10
0
Female 62 29 9 0 0 0
Male 73 27 0 0 0 0
Figure 8

According to my observation, I found that some of the customers give positive comments to the
shelves of the pharmacy. Almost same thing I have found from the survey.
When considering the summary of the survey, 97% of the female customers said that the design
and layout of the store was clear and well organized by considering it either very good or good.
Only 3% of the female customers said it as fair.
90% of the male customers said that the design and layout of the store was clear and well
organized by giving very good or good. The remaining male customers said it as fair.
Clear and organized layout and design of the

store
60
50
Percentage
40
30
20
10
0
Female 53 44 3 0 0 0
Male 45 45 9 0 0 0
Figure 9

Providing information about the medicines will be most important aspect for any customer. The
following bar chart shows the customer view about getting instruction about how to use the
medicines.
According to the survey I found that about 40% of the female customers were not able to get the
proper information about how to use the medicines. About one third of the female customers said
that strongly agree or agree to the aspect of being able to get the proper instruction on how to use
the medicines. The remaining female customers neither agree nor disagree for this aspect.
When it comes to male customers, more than 60% of the customers were on the positive side
about the getting the proper instruction on how to use the medicines. And less than 20% of the
female customers were disagree or strongly disagree to it
From this I found that the level of instruction given to the customers regarding how to use the
medicines was not satisfactory. STO Kulhudhuffushi pharmacy can improve that by increasing
the knowledge of the employees and by making the employees more responsible about this issue.
The employees should listen to the questions of the customers and answer to them politely and in
such a way that can be easily understandable to the customers.
Able to get proper instruction regarding how to

use the medicines
40
35
30
Percentage
25
20
15
10
5
0
Strongly Neither agree Strongly
Disagree Agree
disagree nor disagree agreee
Female 24 15 18 26 18
Male 9 9 18 36 27
Figure 10

Confidence of the customers was one of the most important things when delivering the services.
From my observation I found that some of the customers came to STO Kulhudhuffushi
pharmacy to check the medicines whether they have received the correct medicines from other
pharmacies.
The following diagram shows the confidence of the customers about receiving the correct
medicines with the correct instructions on it. Although some of the female customers disagree to
this the female customers who agree or strongly agree was beyond 50%.
In addition to this, most of the male customers were neutral to this aspect. And 45% of the male
customers agree or strongly agree about having confidence on receiving the correct medicines
with the correct instructions.
Have confidence in receiving the correct

medicines with the correct instruction
50
45
40
35
Percentage
30
25
20
15
10
5
0
Neither
Strongly Strongly
Disagree agree nor Agree
disagree agreee
disagree
Female 29 9 9 44 9
Male 18 0 36 18 27
Figure 11

The following diagram shows the ratings given by the customers to STO Kulhudhuffushi
pharmacy after considering the staff, place and the services provided. According to the survey I
found that 98% of the customers have positively rated to STO Kulhudhuffushi pharmacy. 2% of
the customers have rated as poor and none of the customers have rated very poor.
From this pie chart it can be said that the customers of STO Kulhudhuffushi pharmacy were
satisfied about the services and the medicines they received.
Overall ratings given by the customers to STO

Kulhudhuffushi pharmacy
2%
22% Excellent
Very good
51% Good
25% Poor
Very poor
Figure 12

According to the survey I found that 69% of the customers will definitely or probably
recommend the services and the medicines they received from STO Kulhudhuffushi pharmacy to
others. Only 9% of the customers have said that they will not probably or definitely recommend
the services and the medicines they received from STO Kulhudhuffushi pharmacy to others.
Will you recommend STO Kulhudhuffushi

pharmacy to others
2%
7% Definitely will
33%
22% Probably will
Might or might not
Probably will not
36%
Definitely will not
Figure 13

Chapter 5: Conclusion and recommendation
5.1 Conclusion
From the research finding I found that most of the things in STO Kulhudhuffushi pharmacy were
satisfactory. But there were some things that should be improved to increase the level of
satisfaction of the customers.
Hypothesis
H 0 = There are no certain factors which affects the customer satisfaction of STO
H 1 = There are certain factors which affects the customer satisfaction of STO Kulhudhuffushi
pharmacy.
Based on the findings of the survey it can be concluded that the H1 was correct, as there were
certain factors which affect the customer satisfaction of STO Kulhudhuffushi pharmacy.

5.2 Recommendation
Based on the findings from the survey, the following are the things that I recommend for STO
Kulhudhuffushi pharmacy to improve the satisfaction of the customers.
Reduce the prices of the medicines as some of the customers are not satisfied about the
prices offered.
Increase the availability of the medicines by placing orders more frequently.
Increase the number of staff to provide a faster service to the customers; apart from this
they can also give queue numbers to the customers.
Conduct training programs for the employees to improve the productivity of the
employees.

5.3 Further research
There are various areas we could consider for the further research.
For the time being, we have conducted the research by using a questionnaire, we could
use other methods like focus group interviews to collect the in depth information about
the problems.
Survey can be conducted by using a larger sample size to get the accurate figures.
Include more questions to get feedback of the customers regarding more issues.
Use of secondary data along with the primary data to make it more effective.

References
Wyse, S. E. (2012, November 16). advantages-disadvantages-surveys. Retrieved May 20, 2017, from
snapsurveys: https://www.snapsurveys.com/blog/advantages-disadvantages-surveys/
Beard., R. (2014, 07 20). why-customer-satisfaction-is-important. Retrieved from clientheartbeat:

http://blog.clientheartbeat.com/why-customer-satisfaction-is-important/
Carson, T. Customer Satisfaction and the Success of Your Organization. 904 West 36th Street, Baltimore,
MD 21211: Carson Research Consulting, Inc.
Gegeckait, L. (2011). Factors of customer satisfaction on services. Social Science Insight.
Gustafsson, A., Johnson, M. D., & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship
Commitment Dimensions, and Triggers on Customer Retention. Journal of Marketing.
Pulido, A., Stone, D., & Strevel, J. (2014, March). the-three-cs-of-customer-satisfaction-consistency-

consistency-consistency. Retrieved 3 9, 2017, from www.mckinsey.com:
http://www.mckinsey.com/industries/retail/our-insights/the-three-cs-of-customer-satisfaction-
consistency-consistency-consistency
Zinaida Taran, & Friedman,, D. C. (2016). MORE GIVING, LESS HAPPINESS: IMPACT OF ONLINE GAMING
SWEEPSTAKES ON CUSTOMER SATISFACTION: THE CASE OF HSNS SPIN TO WIN. Marketing
Management Journal, 69.

Appendix
Tables
Gender Frequency Percentage
Female 34 76%
Male 11 24%
Total 45 100%
Age Frequency Percentage

18-28 24 53%
29-39 17 38%
40-50 4 9%
51-61 0 0%
Above 62 0 0%
Total 45 100%
On which basis do you get medicine Frequency Percentage

Under insurance scheme 20 44%
On cash basis 0 0%
Both 25 56%
Total 45 100%
Prices of the medicines Frequency Percentage

Extremely high as compared to other pharmacies 2 5%
Same as the other pharmacies 18 40%
Low as compared to other pharmacies 15 33%
Some of the prices are higher and other were lower than other
pharmacies 10 22%
Total 45 100%
Availability of the medicines Frequency Percentage

Able to get all the medicines 0 0%
Able to get most of the medicines 19 42%
Able to get some medicines 21 47%
Very less medicines are available 5 11%
Not able to get any medicines 0 0%
Total 45 100%

Satisfaction of the customers when Female Female Male Male
considering the time taken frequency percentage frequency percentage
Extremely satisfied 3 9% 3 27%
Satisfied 24 70% 3 27%
Neither satisfied nor dissatisfied 5 15% 4 37%
Dissatisfied 2 6% 0 0%
Extremely dissatisfied 0 0% 1 9%
Total 34 100% 11 100%
Female Female Male Male

Cleanliness of the pharmacy frequency percentage frequency percentage
Very good 23 68% 6 55%
Good 11 32% 4 36%
Fair 0 0% 1 9%
Poor 0 0% 0 0%
Very poor 0 0% 0 0%
Don't know 0 0% 0 0%
Total 34 100% 11 100%
Comfort and convenience of the Female Female Male Male

waiting area frequency percentage frequency percentage
Very good 21 62% 8 73%
Good 10 29% 3 27%
Fair 3 9% 0 0%
Poor 0 0% 0 0%
Very poor 0 0% 0 0%
Total 34 100% 11 100%
Clear and organized layout Female Female Male

of the store frequency percentage Male frequency percentage
Very good 18 53% 5 45%
Good 15 44% 5 45%
Fair 1 29% 1 9%
Poor 0 0% 0 0%
Very poor 0 0% 0 0%
Total 34 100% 11 100%

Provide proper instruction regarding Female Female Male Male
how to use the medicines frequency percentage frequency percentage
Strongly disagree 8 24% 1 9%
Disagree 5 15% 1 9%
Neither agree nor disagree 6 18% 2 18%
Agree 9 26% 4 36%
Strongly agree 6 18% 3 27%
Total 34 100% 11 100%
Have confidence in receiving the correct Female Female Male Male

medicines with the correct instruction frequency percentage frequency percentage
Strongly disagree 10 29% 2 18%
Disagree 3 9% 0 0%
Neither agree nor disagree 3 9% 4 36%
Agree 15 44% 2 18%
Strongly agree 3 9% 3 27%
Total 34 100% 11 100%
Overall ratings Frequency Percentage

Excellent 10 22%
Very good 11 25%
Good 23 51%
Poor 1 2%
Very poor 0 0%
Total 45 100%
Recommend to others Frequency Percentage

Definitely will 15 33%
Probably will 16 36%
Might or might not 10 22%
Probably will not 3 7%
Definitely will not 1 2%
Total 45 100%

Survey questionnaire


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Research Report by Lubna Hassan 33315 PDF

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RESEARCH REPORT

APPLIED BUSINESS PROJECT (BUS 305)

Research report to identify the customer satisfaction about the services

Student Name: Lubna Hassan

Student ID: 33315

Course: Bachelor of business marketing and management

Academic Supervisor: Mr. Mohamed Shamoon

Work place supervisor: Mr. Ahmed Dheep Hassan

MNU Business School, Kulhudhuffushi campus

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1.3 Research Objectives

To identify the reasons for dissatisfaction.

To identify how the satisfaction of the customers can be maintained.

To ensure that the STO Kulhudhuffushi pharmacy provides the medicines in a

To provide appropriate recommendations for the management to improve the services.

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What is customer satisfaction?

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Why customer satisfaction is important?

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3.1 Methodological frame work

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3.2.1 Scope and coverage

3.2.2 Research method

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3.2.4 Data collection tools

3.2.5 Data collection Procedure

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On which basis do you get medicine?

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As STO Kulhudhuffushi pharmacy is the only pharmacy in Kulhudhuffushi that have

Prices of the medicines available in STO

40% Low as compared to other

Some of the prices are higher

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Availability of the medicines

11% Able to get all the medicines

Able to get most of the

47% Very less medicines are

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Satisfaction of the customers when considering the time

Neither satsfied nor

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Cleanliness of the STO Kulhudhuffushi pharmacy

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Comfort and Convenience of the waiting area

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Clear and organized layout and design of the

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Able to get proper instruction regarding how to

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Have confidence in receiving the correct

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Overall ratings given by the customers to STO

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Will you recommend STO Kulhudhuffushi

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