Peeter Villako1, Ain Raal. 1. K-Büroo Marketing OU, 112/2 Kalevi Street, Tartu, 50104, Estonia. peeter.villako@mail.ee
Abstract
OBJECTIVE: To assess the preferences of pharmacy customers when choosing a pharmacy and their expectations of the service, and comparing these with the opinions of pharmacists. MAIN OUTCOME MEASURE: Opinion and satisfaction of community pharmacy clients in Estonia. METHODS: A written survey was carried out among pharmacy customers (n=1979) in cities (in 3 community pharmacies), towns (in 2 community pharmacies), and in small towns (in 2 community pharmacies). The survey was also carried out among community pharmacists (n=135) in different regions of Estonia. RESULTS: When choosing a pharmacy, its location was considered most important, costs and wide choice are less important. The most important expectations of customers' included help choosing the right medicine, as well as professional consultation. Preferences and expectations of pharmacy customers depended on their age, gender and income. Parking space, quickness and pleasantness were considered important by men. Costs and wide choice were considered to be more important by women. Pharmacists wish to give patients more information, but they overestimate the importance of quick service. Customers favoured privacy, discretion and confidentiality more. These characteristics were especially important to younger well-paid people living in big cities. CONCLUSION: In contrast to the opinions offered by pharmacists', a rapid customer service is so not as important as the quality of service in pharmacy according to customers. They also emphasised that pharmacies should highlight the choice of products, quality of service, a professional consultation, as well as ensure privacy.
OBJECTIVE: To assess the preferences of pharmacy customers when choosing a pharmacy and their expectations of the service, and comparing these with the opinions of pharmacists. MAIN OUTCOME MEASURE: Opinion and satisfaction of community pharmacy clients in Estonia. METHODS: A written survey was carried out among pharmacy customers (n=1979) in cities (in 3 community pharmacies), towns (in 2 community pharmacies), and in small towns (in 2 community pharmacies). The survey was also carried out among community pharmacists (n=135) in different regions of Estonia. RESULTS: When choosing a pharmacy, its location was considered most important, costs and wide choice are less important. The most important expectations of customers' included help choosing the right medicine, as well as professional consultation. Preferences and expectations of pharmacy customers depended on their age, gender and income. Parking space, quickness and pleasantness were considered important by men. Costs and wide choice were considered to be more important by women. Pharmacists wish to give patients more information, but they overestimate the importance of quick service. Customers favoured privacy, discretion and confidentiality more. These characteristics were especially important to younger well-paid people living in big cities. CONCLUSION: In contrast to the opinions offered by pharmacists', a rapid customer service is so not as important as the quality of service in pharmacy according to customers. They also emphasised that pharmacies should highlight the choice of products, quality of service, a professional consultation, as well as ensure privacy.