The Role of Service Quality Implementation on Customers Satisfaction

Abstract

This research aimed to study the relationship between service quality and customer satisfaction in the National Medicines and Poisons Board in the Sudan. The main objective of this study was help to improve the quality of service in the National Medicines and Poisons Board as a public sector in Sudan. This study used a questionnaire extracted from the service quality measurement form as a tool to obtain the impression of organization customer. The method of this study was descriptive approach, the study population are 776customers, the random sample included 199different companies and the main result is that the National Medicines and Poisons Board currently provides a service that doesn’t meet the general expectations of customers, who seem dissatisfied with the level of service quality provided to them. The study also highlights on aspects of deficiencies, and suggested conducting more research studies on the issue of service quality in the public sector in the future; in terms of satisfaction for internal customers and measuring providers’ performance based on their behavior and attitude towards customers during providing service.