College of Pharmacy, University of Iowa, Iowa City, IA 52242, USA.
J Am Pharm Assoc (2003). 2013 Jul-Aug;53(4):382-9. doi: 10.1331/JAPhA.2013.12100.
To describe and identify significant relationships among pharmacy service use, general and service-specific patient satisfaction, pharmacy patronage motives, and marketing awareness in a service-oriented, independent community pharmacy.
Cross-sectional study.
Midwest United States during May through July 2011.
Stratified random sample of 500 participants.
Self-reported questionnaire mailed to participants.
Patient satisfaction, pharmacy service use, patronage motives, marketing awareness, and demographics.
Study participants were mostly satisfied with the pharmacy services on global and service-specific measures. Patronage motives of relationships, pharmacy atmosphere, and quality previous experience were associated with increased pharmacy service use at the study pharmacy, while a unique service patronage motivation was associated with decreased pharmacy service use at the study pharmacy. Participants citing pharmacy atmosphere and personnel competency as patronage motives did not use pharmacies other than the study pharmacy more often, whereas participants citing unique services as a patronage motive used pharmacies other than the study pharmacy more often. Direct marketing awareness increased pharmacy service awareness but not use.
Offering unique services may not be enough to bring in patients loyal to all services provided in a pharmacy. Pharmacists should focus on developing strong relationships with patients and conveying competence when delivering appropriate, quality pharmacy services in a professional pharmacy atmosphere.
描述并识别以服务为导向的独立社区药房中，药学服务使用、一般和服务特定的患者满意度、药房惠顾动机以及营销意识之间的重要关系。
横断面研究。
2011 年 5 月至 7 月期间的美国中西部。
分层随机抽取的 500 名参与者。
自我报告的问卷邮寄给参与者。
患者满意度、药学服务使用、惠顾动机、营销意识和人口统计学特征。
研究参与者对全球和服务特定措施的药学服务满意度较高。关系、药房氛围和质量先前经验的惠顾动机与研究药房的药学服务使用增加相关，而独特的服务惠顾动机与研究药房的药学服务使用减少相关。将药房氛围和人员能力作为惠顾动机的参与者并没有更频繁地使用研究药房以外的其他药房，而将独特服务作为惠顾动机的参与者更频繁地使用研究药房以外的其他药房。直接营销意识提高了药学服务意识，但并未增加使用。
提供独特的服务可能不足以吸引对药房提供的所有服务都忠诚的患者。药剂师应专注于与患者建立牢固的关系，并在专业的药房氛围中提供适当、高质量的药学服务时传达能力。
