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Developing strategies to increase the possibility of being selected as a “regular” independent community pharmacy: an application of MUlticriteria Satisfaction Analysis

Glaveli Niki, Manolitzas Panagiotis, Grigoroudis Evangelos

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Περίληψη

Pharmacy customer satisfaction is a predictor of customers’ behaviour and thus becomes a critical issue in the highly competitive pharmacy sector. Therefore, the aim of this paper was to determine the evaluative criteria that customers use in selecting an independent community pharmacy as their regular one, as well as their contribution to customer satisfaction. Moreover, areas of customer service that can provide competitive parity or advantage to a pharmacy are identified. A survey was carried out among randomly selected customers of pharmacies located in Thessaloniki, Greece, using a structured questionnaire. A total of 223 usable questionnaires were collected. Descriptive statistics and MUlticriteria Satisfaction Analysis (MUSA) were used for data analysis. The findings highlight reputation, community contribution, and professional expertise/behaviour of the pharmacist(s) and staff, as the criteria that contribute the most to customer satisfaction and choice of a pharmacy as a regular one. Also, the study outcomes suggest that the above variables combined with a fast and error-free service, respect and confidentiality can be used as advantages against competition. The current research findings provide directions for strategic actions that could help a pharmacy to enhance customer satisfaction and consequently build long-term relationships with patients and stand out from the competition.

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