Analysis of the Relationship between Key Performance Indicators (KPI) Achievement Level and Patient Satisfaction at Pharmacy

Marketing strategies are closely tied to customer satisfaction, as high satisfaction and loyalty have a significant impact on pharmacy turnover. Perceptions of service quality reflect customers' overall attitudes toward service excellence. Key Performance Indicators (KPIs) in pharmaceutical services are developed to evaluate and improve service quality, efficiency, and safety. This study aimed to determine the level of patient satisfaction at Pharmacy, assess the achievement of KPI performance among pharmacy management, and analyze the relationship between KPI achievement and patient satisfaction. This study employed a quantitative descriptive method, utilizing research instruments that included a SERVQUAL questionnaire and an observation form for management performance indicators. The SERVQUAL questionnaire involved 100 respondents selected using accidental sampling. The instrument had been tested for validity (r ≥ 0.361) and reliability (Cronbach's Alpha≥ 0.600). The informant for performance indicator observations was the head of Pharmacy, selected using purposive sampling due to their responsibility for planning, implementing, and evaluating pharmacy performance. The results showed an overall SERVQUAL gap score of −0.345, indicating that service quality did not meet patient expectations. The management performance indicators calculated using KPIs yielded a score of 53.79%, categorized as sufficient. Spearman correlation testing yielded a p-value of 0.800 (p> 0.05) and a rho of −0.200, indicating no significant relationship between KPI achievement and patient satisfaction. These findings suggest that the KPIs used primarily assess managerial and administrative aspects, which do not directly represent the service quality experienced by patients.