What is it about?
This research aims to identify and evaluate the different factors that influence customers' decisions in selecting a community pharmacy in the city of Amman and study the possible impact of branded pharmacy on the selection process. The study also investigates the possible impact of the consumers' demographics on the selection process.
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Why is it important?
The number of pharmacies in Jordan has been increasing by an average of 25.5% within the past 4 years. Although there are many regulations by the Jordanian Pharmacists Association (JPA) to control the competition, such as the fixed price of medications, the distance between pharmacies, and the prevention of any kind of advertising for pharmacies, the competition is still hard due to the rapid increase in the number of pharmacies. In such a highly regulated environment, it is important to know how pharmacies can stand out by identifying the main factors that customers consider while evaluating and choosing a pharmacy in Amman.
Perspectives
Despite the importance of this research to pharmacies, many owners (both chain and single pharmacies) refused to distribute the questionnaire in their pharmacies! Ut took a lot longer than expected to collect a representative sample of the targeted population.
Dr. Ghaith Mustafa Al-Abdallah
University of Kurdistan Hewler
Read the Original
This page is a summary of: Factors affecting customers selection of community pharmacies: The mediating effect of branded pharmacies and the moderating effect of demographics, Management Science Letters, January 2020, Growing Science,
DOI: 10.5267/j.msl.2019.12.037.
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