Each role consists of several functions and activities as well as minimum national
standards that should be established for these activities. Pharmacy is often in a position
of acting as the first contract in the health care system, and is the last unit in the
pharmaceutical supply chain as the last touch point. It is also one of the core customers
for pharmaceutical companies and may switch and substitute the prescribed drugs,
particularly the generic ones. In summary, pharmacies are often selective and
differentiating the products that they carry. Service quality and high levels of customer
satisfaction are very important to a pharmacy not only because satisfied customers are
most likely to be loyal and to make repeat buying, but it has significant impacts on
society, health care system and pharmaceutical industry. The coming section is
dedicated to review of the relevant literature on assessment of service quality