OBJECTIVE： To provide reference for further improving pharmaceutical care quality in retail pharmacies. METHODS： Pharmaceutical care quality evaluation system in retail pharmacies was established based on the SERVQUAL theory. And a questionnaire was conducted for 206 customers to analyze the effect of pharmaceutical care quality on consumer’s satisfaction in retail pharmacies based on this system. RESULTS： Base on the tangibility， reliability， responsiveness， security and transference of SERVQUAL scale， the 5 primary indicators of pharmaceutical service quality evaluation model， and related layout， service environment， staff qualifications， commitments， service timeliness， complaints service， pharmacist prescription audit staff professional capacity can be constructed， 27 secondary indicators for medication records， after-sales service， etc. were established. The regression analysis of 166 valid questionnaires among 206 questionnaires showed the effect on pharmaceutical care quality satisfaction in retail pharmacies from small to large was reliability （weight 0.359）， tangibility （weight 0.338）， security （weight 0.230）， and transference （weight 0.159）. CONCLUSIONS： Therefore， ensuring the reliability should be focused on in aspects of protecting service personnel qualifications and fulfilling the commitment to the customer to improve customer’s satisfaction.