Valuable insights into customer purchasing behavior in pharmacies have emerged from the study “Consumer Experience and Purchasing Journey in Pharmacies,” conducted by the Laboratory of Business Communication at the Athens University of Economics and Business, sponsored by SY.F.A.K. The findings confirm that tools like the Piktocare medication usage guide are strongly linked to fostering customer loyalty toward specific pharmacies.
Study Overview
The nationwide study was conducted between July and August 2021 and involved approximately 1,200 households. Participants completed a structured telephone questionnaire with 38 closed-ended questions.
Key questions explored in the study included:
- Do modern customer-patients exhibit loyalty behavior toward specific pharmacies, and what drives this behavior?
- Which pharmacy services do customer-patients in Greece consider most important, and what does this reveal?
- Based on customer-patient perceptions of the pharmacist’s role, what strategies should pharmacists adopt in light of potential market changes due to the pandemic’s effects?
Customer Loyalty Behavior
Understanding customer loyalty to specific pharmacies is crucial for identifying key factors and designing services, such as loyalty cards, to meet consumer needs.
According to the study:
- 72.8% of respondents showed a clear preference for a specific pharmacy.
- 81% would recommend the pharmacy to a friend.
- 80.1% would choose the same pharmacy in the future.
The primary reason for preference was excellent service (40.19%), with clear communication about medication use—such as visualized instructions—playing a significant role.
Key Drivers of Pharmacy Preference
The study identified three main factors influencing pharmacy preference:
- Consultation Services (most significant)
- Service Quality
- Convenience (least significant)
Loyalty and Its Correlation with Preferences
Repeat visits by the same customers are a critical goal for pharmacists. Among the factors influencing pharmacy preference, consultation services had the strongest impact on fostering loyalty, while convenience had the weakest.
Conclusions and Recommendations
- Detailed Medication Guidance
Pharmacists should provide detailed explanations about medication use, including application methods, storage, and precautions. Services focused on proper medication use are vital. - Reminders and Accessibility
While adherence to medication instructions is critical, it is often neglected. Pharmacists should offer simple, effective reminder systems to ensure compliance. - Personalized Engagement
Customers value personalized attention. Pharmacists should develop relationships with their clients, providing tailored advice and information. Implementing appropriate systems can enhance this approach.
For further details on the study, contact Mr. Andreas Evangelatos (Athens University of Economics and Business), at [email protected].
