Health as a high-ranking value of Slovenian consumers is linked to different modes of consumption, which is acknowledged by many providers of healthcare services and products. Community pharmacies have a prominent role among them. Health-related products are available to consumers via a variety of channels and providers use various marketing techniques to reach them. Thus, pharmacies are present in a highly competitive environment, and it is very important from their point of view that their consumers remain satisfied and, above all, loyal, as they thus remain economically viable. A consumer’s perception of a particular community pharmacy depends on a number of image factors that can be affected more or less by the pharmacy itself. The most important among them are the staff’s competence, the pleasant atmosphere of the pharmacy, the convenience of the location and the diversity of products on the shelves. This thesis defines the most important factors of the community pharmacies’ image and establishes their connection with the consumer's loyalty to a particular community pharmacy. The results of the survey show that there is a connection between the community pharmacies’ staff, the diversity of products and loyalty. Therefore, with the wide range of products and highly qualified staff, a community pharmacy can achieve a good competitive advantage over its competitors.
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