The study was led by Hari Waluyo, alongside Jason Merari Peranginangin and Lucia Vita Inandha Dewi, all affiliated with the Master of Pharmacy Program at Setia Budi University. Conducted in Surakarta during 2025, the research assessed how well pharmacy services met customer expectations and how strategic improvements could enhance competitiveness in an increasingly demanding healthcare environment.
Why Pharmacy Service Quality Matters
Pharmacies in Indonesia are no longer just places to purchase medication. They have become frontline healthcare providers, offering drug counseling, self-medication guidance, and patient education. With more than 60 percent of pharmacy visitors seeking treatment without a doctor’s prescription, the role of pharmacists has become increasingly important.
Government regulations, including the Indonesian Ministry of Health Regulation No. 73 of 2016, emphasize patient-centered pharmaceutical services. These include drug information, counseling, medication monitoring, and safety assurance. As public awareness of healthcare quality grows, pharmacies must maintain high service standards to remain trusted and competitive.
How the Study Was Conducted
The research used a survey-based quantitative approach, collecting responses from 301 customers of Cahaya Sehat Nusukan Pharmacy. Respondents were selected through purposive sampling, targeting individuals who had received pharmacy services directly.
To measure service quality, the researchers applied the SERVQUAL+ model, an expanded version of the traditional SERVQUAL framework. This model evaluates nine dimensions:
- Physical evidence
- Reliability
- Responsiveness
- Assurance
- Empathy (care)
- Pharmacist role
- Drug pricing
- Payment convenience
- Drug delivery services
The study also used SWOT analysis to assess internal strengths and weaknesses, as well as external opportunities and threats. Statistical testing confirmed that the survey instruments were both valid and reliable, with Cronbach’s Alpha values exceeding 0.80.
Key Findings: High Satisfaction, Minor Gaps
The results show that customer satisfaction reached 94.49 percent, placing the pharmacy in the “very satisfied” category. This indicates that most customers felt the services met or exceeded their expectations.
However, the analysis also revealed a small service gap of –0.06, meaning expectations slightly exceeded perceived performance. While the gap is minor, it suggests room for improvement, particularly in service speed and communication clarity.
Key findings include:
- Strong performance in reliability and responsiveness, especially in prescription handling and staff professionalism
- High appreciation for pharmacist involvement, including medication explanations and patient interaction
- Positive perception of drug availability and pricing
- Minor dissatisfaction related to waiting time and service efficiency
From the SWOT analysis, the pharmacy was positioned in Quadrant I, indicating strong internal capabilities and favorable external opportunities. This suggests the pharmacy is well-positioned to adopt aggressive growth strategies.
Strategic Implications for Pharmacy Services
The study highlights several practical implications for pharmacy management:
1. Strengthening Customer EngagementImproved communication between pharmacists and patients can further enhance satisfaction and trust.
2. Digital Service Opportunities
Online prescription services, digital consultations, and queue management systems could reduce waiting time and improve convenience.
3. Continuous Staff Training
Regular professional development is essential to maintain service quality and keep up with evolving pharmaceutical standards.
4. Strategic Business Positioning
With strong internal resources and favorable market conditions, the pharmacy can expand services and adopt technology-driven solutions.
According to the researchers, these improvements would not only raise customer satisfaction but also strengthen long-term competitiveness in Indonesia’s pharmaceutical sector.
Expert Insight
“The results show that pharmaceutical service quality plays a central role in shaping consumer satisfaction. Pharmacies that invest in professional staff, clear communication, and strategic service planning will gain long-term public trust,” said Hari Waluyo, lead author and lecturer at Setia Budi University.
He emphasized that modern pharmacies must go beyond dispensing medication and act as accessible healthcare partners for the community.
Broader Impact on Healthcare Services
This study reinforces the growing importance of service quality measurement in healthcare settings. With increasing public demand for transparency, convenience, and safety, pharmacies are expected to operate with the same professionalism as hospitals and clinics.
The findings also provide a practical framework for pharmacy managers, policymakers, and educators seeking to improve pharmaceutical service standards across Indonesia.
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