Guidelines for Developing Service Quality and Service Marketing to Enhance the Image of Pharmacies

Abstract

The purpose of this research was 1) to study the current condition and image of pharmacies today and 2) to find ways to develop service quality and service marketing to enhance the image of pharmacies. This study was qualitative research by in-depth interview with 20 interviewees consisting of one government officer responsible for regulating pharmacies, two independent organization staff, one pharmacist owing a pharmacy, one operating pharmacist, five businessmen working closely with pharmacies, and ten customers. The study found that 1) the current condition and image of pharmacies could be divided into two characteristics: general and old style pharmacies with nothing special and modern pharmacies located in department stores with services provided by pharmacists. Most customers thought pharmacies should be improved. 2) The study found guidelines for developing service quality and service marketing to enhance the image of pharmacies using PREP Concept. P was Professional Pharmacist Process providing professional services that were of consistent and appropriate standards by pharmacists that could demonstrate professionalism and built trust and confidence among customers. R was Reachable Location meaning pharmacies must be easily accessible in order to build good relationships with customers in terms of marketing communications and access to services. E was Empathy Engagement meaning pharmacies must show empathy for their customers and involve them in their treatment. P was Physical Evidence meaning pharmacies must have a good atmosphere to create an impressive experience that created value.