Pursuing Customer Satisfaction in Offline and Online Pharmacies in Hungary

Kuklis Attila (2021) Pursuing Customer Satisfaction in Offline and Online Pharmacies in Hungary. Pénzügyi és Számviteli Kar.

	PDF Thesis paper (with references).pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (2MB)
	PDF BA_O_Kuklis_Attila.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (293kB)

Absztrakt (kivonat)

Pharmacies play an important role when it comes to medication distribution. However, this is not the only task of a pharmacist. They are also responsible for promoting safe drug use, by assessing patients’ needs thoroughly. We can conclude that pharmacies' existence is much needed. What I have been exploring in my thesis was rather these institutions’ operation as an individual or multinational chain service providers. Firstly, I evolved phrases in my literature review such as customer satisfaction, customer loyalty, and so on.Later on, I was searching for answers regarding, what sort of service are customers looking for (intentionally or unintentionally), and what sort of provisions is needed on the pharmacy side, to put customers into the happy/satisfied phase at the end of their visit. I assessed several service quality attributes, which I based on (Parasuraman et al., 1988) five service quality dimensions, and extended it with a few which I found relevant in this specific service sector. The data I have been used for my research was provided from a confidant market research conducted on the behalf of BENU, one of the largest retail community pharmacy chains in Hungary. Results found that the quality and frequency of personal interaction, the relative fairness of product price, and the favorable availability have the greatest effect on customer satisfaction. To make my research more interesting and up-to-date, I have been comparing service needs before and after Covid-19. The pandemic had an enormous impact on how we approach service providers. Generally, good emotional associations, such as cleanliness, problem-solving, reliability altered within customers, and overall fear and uncertainty took their place for a while. Pharmacies have to work hard on restoring these emotional associations. One sub-sector which profited a lot from the pandemic has to be the online distributors of medicines. The need for this service has risen drastically over the pandemic years. It has some critical benefits such as it lowers the risk of getting infected because of the fewer contacts. A wide range of product variety is desired on the customer side, with an easily navigable website. As you can see customer needs transform in the online space, and providers have to keep up with these trends to stay on the top of the game. Happy customers are the one who makes repeatable purchases, recommend the service for their friends and family, and not, at last, become loyal to the service provider. For a business to strive these are all needed. As for many service providers, it is not otherwise for pharmacies as well.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Pénzügyi és Számviteli Kar

Tanszék

Menedzsment Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Covid-19, customer satisfaction, online pharmacy, pharmacy, service quality
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Okt. 03. 08:51
Utolsó módosítás:	2022. Okt. 03. 08:51

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