Related Experiment Video
Updated: Mar 16, 2026

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
Published on: July 24, 2017
The missing path to gain customers loyalty in pharmacy retail: The role of the store in developing satisfaction and
Sandro Castaldo1, Monica Grosso2, Erika Mallarini3
1Bocconi University, SDA Bocconi School of Management, Via Bocconi 8, 20136 Milan, Italy.
Background:
An evolution led to community pharmacies experiencing increased competition both between themselves and with new entrants in the sector, for example, grocery retailers. Applying certain retail marketing strategies aimed at developing store loyalty may be an appropriate strategic path for pharmacies wanting to compete in this new arena.
Objectives:
This study aimed to develop and test a two-step model to identify the determinants of store loyalty for community pharmacies in Italy.
Methods:
Based on the retail literature, qualitative research was conducted to identify key variables determining loyalty to community pharmacies. The model was then tested by means of a phone survey. A total of 735 usable questionnaires was collected.
Results:
The study highlights the key role of the relationship between pharmacists and their customers in the loyalty-building path; trust in pharmacists is the first driver of satisfaction and a direct and indirect (through satisfaction) driver of trust in pharmacies, which leads to store loyalty. Retail-level levers, such as the store environment, assortment, and communication, influence trust in pharmacies.
Conclusions:
This model is a first step toward investigating loyalty-building by applying the retail management literature's concepts to the community pharmacy sector.
Related Concept Videos
Biopharmaceutics and Pharmacokinetics: Overview
Factors Affecting Dissolution: Drug Permeability, Stability and Stereochemistry
Nurses' Legal Responsibilities II
Communication between nurses and...
Drug Product Stability
Accountability and Responsibility of a Nurse II
For example, a nurse demonstrating respect and compassion might listen attentively to a patient's concerns, provide...
Pharmacokinetic–Pharmacodynamic Relationship: Problems

