| Abstract: | This study examined the key factors influencing customer satisfaction among retail pharmacies
in the Ethiopian pharmaceutical business-to-business (B2B) sector. The study adopted a crosssectional, explanatory research design to investigate the factors influencing customer
satisfaction in the pharmaceutical industry's B2B relationship between retail pharmacies and
their suppliers.Using a mixed-methods approach, the research combined survey questionnaires
and in-depth interviews to examine the perceptions and experiences of retail pharmacy
customers.The researcher randomly selected 206 retail pharmacies from the target population of
424 to participate in the quantitative survey component of the study.The findings revealed that
supply chain integration, product availability, staff competence, price affordability, and ecommerce platforms are significant drivers of customer satisfaction. The study concluded that
effective supply chain integration, with a focus on supplier collaboration, information sharing,
inventory management, and supply chain responsiveness, enables pharmaceutical suppliers to
meet the evolving needs of retail pharmacies. The availability of high-quality products and the
ability to rapidly respond to fluctuations in demand were also found to positively influence
customer satisfaction. Furthermore, the study emphasized the importance of employee product
knowledge, customer service skills, and comprehensive training programs in building trust and
delivering a positive customer experience. Pharmaceutical suppliers' ability to balance
profitability and affordability in their pricing strategies and financing options was identified as
another critical factor in meeting the retail pharmacy customers' needs. In addition, the study
revealed that the availability of self-service features, data security, and privacy measures on
suppliers' e-commerce platforms contribute to enhancing the operational efficiency and trust of
retail pharmacies. However, challenges in fully integrating e-commerce capabilities, including
ensuring seamless data integration and addressing data security concerns, were also noted. The
findings of this study provide valuable insights for pharmaceutical suppliers in Ethiopia and the
broader industry to better understand and address the multifaceted factors that shape customer
satisfaction among retail pharmacies |
