Μέτρηση και αξιολόγηση της ικανοποίησης των πελατών στα φαρμακεία, κατά την πανδημία Covid-19

Measurement and evaluation of customer satisfaction in pharmacy stores, during Covid-19 pandemic (Αγγλική)

  1. MSc thesis
  2. ZALOKOSTA, CHRYSANTHI
  3. Διοίκηση Επιχειρήσεων (MBA)
  4. 11 Σεπτεμβρίου 2022 [2022-09-11]
  5. Αγγλικά
  6. 63
  7. TSAFARAKIS, STELIOS
  8. TSAFARAKIS, STELIOS | TSIOTRAS, GEORGIOS
  9. CUSTOMER SATISFACTION | ΙΚΑΝΟΠΟΙΗΣΗ ΠΕΛΑΤΩΝ | PHARMACY | ΦΑΡΜΑΚΕΙΟ | COVID-19 VIRUS | ΙΟΣ COVID-19
  10. 2
  11. 6
  12. 32
  13. List of Tables Table 1: Demographic Characteristics of Sample Table 2: Reasons for visiting a pharmacy store and frequency of visits Table 3: Average time spent in a pharmacy store, per visit Table 4: Preference of a specific pharmacy store Table 5: Comparison of average visits in pharmacy stores, before and during Covid-19 pandemic Table 6: Customer satisfaction level in relation to seven factors Table 7: Overall satisfaction of customers in pharmacies Table 8: Satisfaction level regarding new Covid-19 duties Table 9: Quality of performance of main duties, during the pandemic Table 10 (Crosstabulation): Gender * During the past two years, how satisfied are you from your visits in drug stores, overall Table 11 (Crosstabulation): Age * During the past two years, how satisfied are you from your visits in drug stores, overall Table 12 (Crosstabulation): Education Level * During the past two years, how satisfied are you from your visits in drug stores, overall Table 13 (Crosstabulation): Work Sector * During the past two years, how satisfied are you from your visits in drug stores, overall Table 14 (Crosstabulation): Individual Monthly income * During the past two years, how satisfied are you from your visits in drug stores, overall Table 15: P-values and dependence outcome for demographic factors Table 16 (Crosstabulation): How often do you visit a pharmacy store to receive a prescription * During the past two years, how satisfied are you from your visits in drug stores, overall Table 17 (Crosstabulation): How often do you visit a pharmacy store to buy a non-prescribed pharmaceutical product * During the past two years, how satisfied are you from your visits in drug stores, overall Table 18 (Crosstabulation): How often do you visit a pharmacy store to buy a food supplement * During the past two years, how satisfied are you from your visits in drug stores, overall Table 19 (Crosstabulation): How often do you visit a pharmacy store to buy cosmetics * During the past two years, how satisfied are you from your visits in drug stores, overall Table 20 (Crosstabulation): How often do you visit a pharmacy store to ask for pharmacist's advice * During the past two years, how satisfied are you from your visits in drug stores, overall Table 21 (Crosstabulation): How often do you visit a pharmacy store to receive a pharmaceutical care service * During the past two years, how satisfied are you from your visits in drug stores, overall Table 22 (Crosstabulation): How often do you visit a pharmacy store for other reason* During the past two years, how satisfied are you from your visits in drug stores, overall Table 23: P-values and dependence outcome between the overall customer satisfaction and factors related to the reasons of visiting pharmacies and their frequency Table 24 (Crosstabulation): During the past two years, how satisfied are you from the waiting time to be served * how satisfied are you from your visits in drug stores, overall Table 25 (Crosstabulation): During the past two years, how satisfied are you from the availability of drugs/products * how satisfied are you from your visits in drug stores, overall Table 26 (Crosstabulation): During the past two years, how satisfied are you from the staff behavior * how satisfied are you from your visits in drug stores, overall Table 27 (Crosstabulation): During the past two years, how satisfied are you from the interior design of the pharmacy * how satisfied are you from your visits in drug stores, overall Table 28 (Crosstabulation): During the past two years, how satisfied are you from the store's hygiene * how satisfied are you from your visits in drug stores, overall Table 29 (Crosstabulation): During the past two years, how satisfied are you from the providing with professional advice regarding the products you are buying * how satisfied are you from your visits in drug stores, overall Table 30 (Crosstabulation): During the past two years, how satisfied are you from the products' prices (drugs are excluded) * how satisfied are you from your visits in drug stores, overall Table 31: P-values and dependence outcome between the overall satisfaction of customers and their satisfaction regarding specifis aspects of pharmacies Table 32 (Crosstabulation): What is the average time you spend in a drug store per visit * how satisfied are you from your visits in drug stores, overall Table 33 (Crosstabulation): Is there a pharmacy store you visit more often than the others * how satisfied are you from your visits in drug stores, overall Table 34 (Crosstabulation): What is the main reason you choose a specific pharmacy store * how satisfied are you from your visits in drug stores, overall Table 35 (Crosstabulation): During Covid-19 Pandemic do you visit drug stores more often on average, than before * how satisfied are you from your visits in drug stores, overall Table 36 (Crosstabulation): During Covid-19 Pandemic, pharmacies took over new tasks, […] Are you satisfied by the execution of these new tasks? * how satisfied are you from your visits in drug stores, overall Table 37 (Crosstabulation): From your experience, during Covid-19 Pandemic, did pharmacies manage to perform their main tasks at the same quality as before the pandemic * how satisfied are you from your visits in drug stores, overall Table 38: P-values and dependence outcome between the overall satisfaction of customers and their special preferences before and after Covid-19 pandemic Table 39: Most/Less frequent answers of the eleven factors
  14. Kavussanos M. G., 2005. Advanced Quantitative Methods for Managers, Volume I – Advanced Quantitative Analysis. Hellenic Open University, Chapter 1, Pages 17-18
    • Σήμερα, τα φαρμακεία λειτουργούν σε ένα άκρως ανταγωνιστικό και ταχέως εξελισσόμενο περιβάλλον. Σε αντίθεση με το παρελθόν, ο ρόλος των φαρμακοποιών είναι πολύ περίπλοκος, συνδυάζοντας τη φαρμακευτική φροντίδα, την παροχή ιατρικών συμβουλών, την εξυπηρέτηση πελατών, το μάρκετινγκ και τη διαχείριση μιας επιχείρησης. Ταυτόχρονα, οι πελάτες και οι ασθενείς μπορούν να συλλέγουν πληθώρα πληροφοριών πιο εύκολα από ποτέ, με διάφορα μέσα, όπως διαφημίσεις, μέσα κοινωνικής δικτύωσης και το διαδίκτυο, αυξάνοντας τις ανάγκες και τις απαιτήσεις τους όλο και περισσότερο. Οι επαγγελματίες υγείας, όπως οι φαρμακοποιοί, πρέπει να καθοδηγούν τους πελάτες σχετικά με τον τρόπο επιλογής και χρήσης όλων αυτών των πληροφοριών. Η πανδημία Covid-19 έχει επίσης προσθέσει νέες προκλήσεις στον φαρμακευτικό τομέα και άλλαξε τη συμπεριφορά και τις ανάγκες των καταναλωτών. Αυτές οι νέες προκλήσεις σε συνδυασμό με τον αυξανόμενο ανταγωνισμό μεταξύ των φαρμακείων, κατέστησαν απαραίτητη την πελατοκεντρική προσέγγιση για την επιβίωση και την εξέλιξη των φαρμακείων. Ως αποτέλεσμα, θεωρούμε πολύ σημαντική τη διερεύνηση της ικανοποίησης των πελατών στα φαρμακεία, ιδιαίτερα κατά τη διάρκεια της πανδημίας Covid-19. Η ικανοποίηση των πελατών μπορεί να μελετηθεί ως προς διάφορες παραμέτρους, όπως οι παρεχόμενες υπηρεσίες, το εύρος των προϊόντων που προσφέρεται, η φροντίδα των ασθενών, οι τιμές των προϊόντων κ.λπ.. Η συλλογή και ανάλυση τέτοιων πληροφοριών θα μπορούσε να οδηγήσει στην αξιολόγηση της επιχείρησης και στην κατανόηση του τρόπου με τον οποίο οι σχέσεις με τους πελάτες μπορούν να ενισχυθούν. Έτσι, μπορεί να προκύψει μια πιο ανταγωνιστική και πιο κερδοφόρα επιχείρηση. Αποφασίσαμε να ασχοληθούμε με αυτό το θέμα υλοποιώντας την έρευνά μας στην ελληνική επικράτεια. Συγκεκριμένα, αποφασίσαμε να πραγματοποιήσουμε μια έρευνα βασισμένη σε ημιδομημένο ερωτηματολόγιο, η οποία θα απευθύνεται σε άτομα, μέσω συνεντεύξεων σε βάθος. Ελπίζουμε ότι τα ευρήματά μας θα βοηθήσουν τους ενδιαφερόμενους στον τομέα να διαχειριστούν τις επιχειρηματικές τους μονάδες και να ξεπεράσουν αυτές τις νέες προκλήσεις.
    • Nowadays, pharmacies operate in a highly competitive and rapidly-evolving environment. Unlike the past, the role of pharmacists is very complex, combining pharmaceutical care, medical advice, customer service, marketing and business management. On the same time, customers and patients collect information more easily than ever, in various ways such as advertisements, social media and internet, making their needs and demands more and more increased. Healthcare professionals such as pharmacists need to guide customers on how to select and use all this information. The Covid-19 pandemic has also added new challenges in the pharmaceutical field and altered the consumers' behavior and needs. These new challenges together with the increasing competition among pharmacies, made the customer-centric approach necessary for the survival and evolution of pharmacies. As a result, we consider very important the investigation of the customer satisfaction in pharmacy stores, especially during the Covid-19 pandemic. Customer satisfaction can be studied in terms of various parameters, such as the services provided, the product range offered, patient care, product prices etc.. Collecting and assessing such information, could lead to the evaluation of the business and to understanding how relationships with customers can be strengthened. In this way, a more competitive and more profitable business can arise. We decided to address this topic by implementing our research in greek territory. In particular, we decided to perform a survey based on semi-structured questionnaire, which will be addressed to people, via in depth interviews. We hope that our findings will help stakeholders in the field to manage their business units and overcome these new challenges.
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