Customer Relationship Management for Chain Store Pharmacies In Thailand

Abstract

The objectives of this article were:  1) To describe the current marketing management, especially on customer relations of chain store pharmacies in Thailand. 2) To clarify the problems and obstacles of marketing management, especially on customer relations of chain store pharmacies in Thailand.  And, 3) To create guidelines for marketing development, especially in terms of customer relations of chain store pharmacies in Thailand, and in other areas for the academic and practical benefits of chain store pharmacies.  Key informants were top executives, district managers, pharmacists, staff and customers of chain store pharmacies, totaling 37 people.  Personal interview was used as the research tool.  Data were analyzed using principles of Thematic analysis.  The results showed the following:  1.) Presently, the opportunities for chain store pharmacies in Thailand come from 3 factors.  These were:  Health care trends; the complete transformation into an aging society, and the demand for online services.  Obstacles for chain store pharmacies in Thailand come from 2 factors, including:  The lack of pharmacists, and the adoption of community pharmaceutical standards.  There were 5 factors affecting the adjustment and competition of chain store pharmacies, including: Distribution channels, customers, products, pharmacists and diseases. 2.) Problems and obstacles of marketing management. Strategies that do not attract customers, complex operating system, inefficient staff performance in some departments, lack of a true understanding of the culture and reasons for choosing a pharmacy service by customers, pharmacists still lack competence in their work.  3.) Guidelines for marketing development by studying customer needs, adjusting corporate strategies according to customer culture, communication within the organization and with customers, developing competencies of pharmacists in terms of knowledge, skills, and characteristics.