Customer satisfaction and delight MCQs With Answer

Understanding customer satisfaction and delight is essential for M.Pharm students preparing to manage pharmaceutical quality systems, patient services and product lifecycle. This blog presents 20 focused MCQs with answers to deepen your grasp of concepts such as satisfaction metrics (CSAT, NPS, CES), voice of the customer, regulatory requirements for complaint handling, service recovery, and tools like Kano model and PDCA. Questions emphasize practical pharmaceutical applications — patient-reported outcomes, pharmacovigilance linkage, packaging and labeling influences, and CAPA for continuous improvement. Use these MCQs to test knowledge, prepare for exams, and apply quality management principles to enhance patient-centered care and product quality in real-world pharmaceutical environments.

Q1. Which definition best describes customer satisfaction in a pharmaceutical context?

• The customer’s perception of how well a product or service meets their expectations
• The measurable clinical efficacy of an active pharmaceutical ingredient
• The number of complaints logged per production batch
• The company’s market share for a specific therapeutic class

Correct Answer: The customer’s perception of how well a product or service meets their expectations

Q2. How does customer delight differ from customer satisfaction?

• Delight involves meeting basic expectations while satisfaction refers to exceeding expectations
• Delight is synonymous with customer satisfaction in all regulated industries
• Delight exceeds expectations producing positive surprise and stronger loyalty
• Delight focuses only on price reductions rather than service quality

Correct Answer: Delight exceeds expectations producing positive surprise and stronger loyalty

Q3. Which metric is primarily used to assess a customer’s likelihood to recommend a pharmaceutical product or service?

• Customer Satisfaction Score (CSAT)
• Net Promoter Score (NPS)
• Customer Effort Score (CES)
• First Pass Yield (FPY)

Correct Answer: Net Promoter Score (NPS)

Q4. Which survey question is typical for measuring CSAT in a patient feedback form?

• How likely are you to recommend this medicine to a friend? (0–10)
• Overall, how satisfied are you with this product? (1–5)
• How much effort did it take to resolve your issue? (Very low–Very high)
• What is the molecular weight of the active compound?

Correct Answer: Overall, how satisfied are you with this product? (1–5)

Q5. What does Customer Effort Score (CES) primarily measure?

• The emotional attachment a customer has to a brand
• The amount of effort a customer must exert to get an issue resolved
• The chemical stability of a drug under stress conditions
• The profitability of a customer segment

Correct Answer: The amount of effort a customer must exert to get an issue resolved

Q6. Which of the following is least likely to be a direct determinant of patient satisfaction with a pharmaceutical product?

• Product efficacy and clinical outcomes
• Clarity of labeling and patient information leaflets
• Availability and timely supply of the medicine
• The internal format of the production batch record template

Correct Answer: The internal format of the production batch record template

Q7. What is the primary purpose of Voice of the Customer (VOC) in quality management?

• To translate customer needs and expectations into product and service specifications
• To calculate the financial valuation of a product portfolio
• To determine the exact API synthesis route
• To set personnel salaries in commercial teams

Correct Answer: To translate customer needs and expectations into product and service specifications

Q8. Which regulatory requirement most directly mandates robust complaint handling and feedback mechanisms in pharmaceuticals?

• Good Manufacturing Practice (GMP) and pharmacovigilance requirements
• Restrictions on pharmaceutical advertising formats
• Patent filing timelines for new molecular entities
• International Financial Reporting Standards (IFRS)

Correct Answer: Good Manufacturing Practice (GMP) and pharmacovigilance requirements

Q9. What does the “service recovery paradox” describe in the context of patient services?

• When a service failure always reduces long-term customer loyalty
• When an effective recovery leads to higher satisfaction than if no failure occurred
• When regulatory action prevents any service recovery
• When recovery costs exceed product revenue

Correct Answer: When an effective recovery leads to higher satisfaction than if no failure occurred

Q10. Which KPI would best indicate customer retention for a pharmaceutical product line?

• First time right percentage on manufacturing line
• Repeat purchase or refill rate among patients
• Number of new patents filed
• Number of marketing campaign impressions

Correct Answer: Repeat purchase or refill rate among patients

Q11. Which sampling approach reduces selection bias when conducting satisfaction surveys among patients using multiple centers?

• Convenience sampling of the nearest pharmacy customers
• Purposive sampling of only satisfied patients
• Random stratified sampling across centers and demographics
• Sampling only VIP customers with known high spend

Correct Answer: Random stratified sampling across centers and demographics

Q12. How are patient-reported outcomes (PROs) useful for assessing customer satisfaction in drug therapy?

• PROs provide objective laboratory values only
• PROs capture patient perceptions of symptoms, quality of life and treatment satisfaction
• PROs replace the need for pharmacovigilance reporting
• PROs are exclusively used for pricing decisions

Correct Answer: PROs capture patient perceptions of symptoms, quality of life and treatment satisfaction

Q13. Which principle is most important when designing questionnaire items to measure satisfaction?

• Use double-barrelled and leading questions for clarity
• Use clear, non-leading, specific questions with defined response scales
• Include technical API manufacturing questions to assess comprehension
• Ask open-ended chemical stability questions to quantify satisfaction

Correct Answer: Use clear, non-leading, specific questions with defined response scales

Q14. Which statistical test is appropriate to compare mean CSAT scores between two independent formulation groups?

• Chi-square test for categorical data
• Student’s t-test for independent samples
• Pearson correlation coefficient
• Kaplan-Meier survival analysis

Correct Answer: Student’s t-test for independent samples

Q15. What is the primary role of CAPA (Corrective and Preventive Action) in enhancing customer satisfaction?

• To increase marketing spend to boost sales
• To identify root causes of failures and implement actions to prevent recurrence
• To redesign packaging only for aesthetic reasons
• To document financial transactions related to customer refunds

Correct Answer: To identify root causes of failures and implement actions to prevent recurrence

Q16. Which step is essential in pharmaceutical complaint handling to maintain regulatory compliance and customer trust?

• Ignore low-severity complaints to save resources
• Acknowledge the complaint, investigate root cause, document findings and implement corrective actions
• Provide a refund without documenting the issue
• Transfer the complaint to sales for marketing follow-up only

Correct Answer: Acknowledge the complaint, investigate root cause, document findings and implement corrective actions

Q17. Which of the following is the best indicator of customer delight in a healthcare setting?

• Unsolicited patient referrals, enthusiastic testimonials and adherence beyond expectations
• Small reductions in manufacturing cycle time
• Increase in regulatory inspection frequency
• Higher number of formulation changes announced internally

Correct Answer: Unsolicited patient referrals, enthusiastic testimonials and adherence beyond expectations

Q18. Which analytical tool helps categorize product attributes into basic, performance and excitement factors to identify drivers of delight?

• Fishbone (Ishikawa) diagram
• Kano Model
• Pareto chart of defect types
• Gantt chart for project scheduling

Correct Answer: Kano Model

Q19. Which of the following is least likely to be an outcome of consistently high customer satisfaction in pharmaceuticals?

• Improved patient adherence to therapy
• Reduced complaint rates and fewer recalls
• Enhanced brand reputation and increased referrals
• Increased regulatory citations and inspection findings

Correct Answer: Increased regulatory citations and inspection findings

Q20. Which continuous improvement cycle is most commonly applied to improve processes that affect customer satisfaction?

• DMAIC only for chemical synthesis
• PDCA (Plan-Do-Check-Act) cycle
• SWOT analysis as a replacement for process control
• PERT for daily complaint handling

Correct Answer: PDCA (Plan-Do-Check-Act) cycle

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