The missing path to gain customers loyalty in pharmacy retail: The role of the store in developing satisfaction and trust

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• 作者：Sandro Castaldo ; Ph.D.^a ; Monica Grosso ; Ph.D.^b ; ^{grosso@em-lyon.com" class="auth_mail" title="E-mail the corresponding author} ; Erika Mallarini ; M.Sc.^c ; Marco Rindone ; M.Sc.^d
• 关键词：Customer loyalty ; Trust ; Satisfaction ; Pharmacy retail mix
• 刊名：Research in Social and Administrative Pharmacy
• 出版年：2016
• 出版时间：September-October 2016
• 年：2016
• 卷：12
• 期：5
• 页码：699-712
• 全文大小：918 K

文摘

An evolution led to community pharmacies experiencing increased competition both between themselves and with new entrants in the sector, for example, grocery retailers. Applying certain retail marketing strategies aimed at developing store loyalty may be an appropriate strategic path for pharmacies wanting to compete in this new arena.

Objectives

This study aimed to develop and test a two-step model to identify the determinants of store loyalty for community pharmacies in Italy.

Methods

Based on the retail literature, qualitative research was conducted to identify key variables determining loyalty to community pharmacies. The model was then tested by means of a phone survey. A total of 735 usable questionnaires was collected.

Results

The study highlights the key role of the relationship between pharmacists and their customers in the loyalty-building path; trust in pharmacists is the first driver of satisfaction and a direct and indirect (through satisfaction) driver of trust in pharmacies, which leads to store loyalty. Retail-level levers, such as the store environment, assortment, and communication, influence trust in pharmacies.

Conclusions

This model is a first step toward investigating loyalty-building by applying the retail management literature's concepts to the community pharmacy sector.