Declining Sales due to Customer Satisfaction Issues Facing Pharmaceutical Companies: The Case of a Lebanese Pharmaceutical Company

The Lebanese pharmaceutical company has been facing decreasing sales for the past six years. The purpose of this paper is to find out who the company's most valuable customers are, and find out at what level they are not satisfied, and suggest, some solutions in order to increase sales. The population will target hospitals located in different areas in Lebanon. It includes a total of 20 hospitals. The sample for this research includes medical staff that work in the OR (Operating Rooms), TCU (Intensive Care Units) and ICN (Intensive Care Units for Neonates), purchasing, and quality control departments. Data was collected through the use of questionnaires. Since the researcher visits these particular hospitals once a week as part of her job, it will be practical, easy and cost effective to get information from these respondents.