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Taking the pulse of Internet pharmacies
Z Yang1, R T Peterson, L Huang
1Department of Marketing, New Mexico State University, USA. zyang@nmsu.edu
Marketing Health Services
|June 16, 2001
Summary
Customer satisfaction is key for online pharmacies. This study reveals key service quality dimensions, including product availability and customer service, that significantly impact consumer satisfaction and dissatisfaction. Improving these areas enhances online pharmacy success.
Area of Science:
- E-commerce
- Healthcare Management
- Consumer Behavior
Background:
- Online pharmacies are increasingly prevalent in the healthcare sector.
- Customer satisfaction is a critical driver of success for e-commerce businesses, including pharmacies.
- Understanding service quality attributes is essential for improving customer experience.
Purpose of the Study:
- To identify key dimensions of service quality in Internet pharmacies.
- To determine which attributes influence customer satisfaction and dissatisfaction.
- To provide insights for enhancing overall service quality in the online pharmacy market.
Main Methods:
- A comprehensive study was conducted to identify Internet pharmacy service quality dimensions.
- Analysis focused on three main categories: product cost and availability, customer service, and the online information system.
- The research uncovered specific attributes influencing consumer satisfaction.
Main Results:
- Nineteen distinct Internet pharmacy service quality dimensions were identified.
- Key attributes were found to significantly determine consumer satisfaction levels.
- Specific areas for improvement in online pharmacy services were highlighted.
Conclusions:
- Service quality in online pharmacies is multi-dimensional, encompassing product, service, and information systems.
- Addressing identified attributes can lead to increased customer satisfaction.
- Strategic improvements in these areas are vital for the success of Internet pharmacy businesses.