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Approaches to Ensure Comparability of the Results of Assessment of Customer Loyalty to a Pharmacy
When assessing complex indicators, the problem of comparability of the results often arises. This fully applies to determining the customer pharmacy loyalty. The aim of the research was to determine approaches to ensure comparability of the results of assessing customer pharmacy loyalty and to determine the range of loyalty. The following NPS methods were used to assess customer loyalty to a pharmacy: customer satisfaction, customer segmentation, and Servqual method. In order to collect primary information, a survey of pharmacy clients was conducted using the method of standardized f2f interviews, where 256 respondents were interviewed. To conduct a study of customer loyalty to a pharmacy, a questionnaire was developed to assess the types of loyalty and another questionnaire to determine loyalty based on an assessment of the quality of service. The questions presented in the questionnaire made it possible to take into account the specifics of pharmaceutical activities. The conditions were determined to ensure the comparability of the results obtained, which included the choice of a single scale in points for the survey and the determination of a single base for calculating relative indicators. Application of the Servquаl method showed that 16.5% of the total number of respondents can be considered loyal; the NPS value was 20%; according to customer satisfaction scores, 24% of fully satisfied customers can be considered loyal. Taking into account the selected research methods, customer loyalty ranges from 16.5% to 24%. Thus, the possibility and feasibility of using a set of methods for assessing customer loyalty to a pharmacy is shown, which makes it possible to obtain comparable results and assess loyalty range.
Pharmacy, Loyalty, Satisfaction, Loyalty range, Comparability of results.
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