Customer value management and satisfaction in the pharmaceutical industry: a comparison between the in-store and the digital pharmacies

This thesis investigates customer satisfaction in the pharmaceutical industry by comparing perceptions of on-site and online pharmacies. Drawing on survey data from 122 respondents who had purchased from both channels, the study applies the TRI*M methodology to evaluate the importance and performance of key service attributes. Attributes analyzed include provider credibility, range of products, pharmacist competence, customer service responsiveness, pricing and promotions, as well as channel-specific factors such as delivery speed, website/app usability, and opening hours flexibility. The results reveal notable differences between the two channels. Online pharmacies outperform on-site pharmacies in terms of product range and competitive pricing, but face challenges with delivery speed, provider credibility, and customer service responsiveness. By contrast, on-site pharmacies benefit from higher pharmacist competence and stronger interpersonal dimensions such as staff friendliness and store cleanliness, though they underperform in product variety and flexibility of opening hours. Segment analyses by age and city size further highlight generational and locational differences: younger consumers value usability, responsiveness, and credibility more strongly, while older and metropolitan respondents emphasize reliability, pharmacist access, and convenience. Overall, the findings demonstrate that satisfaction drivers are highly context-dependent, shaped by both channel type and customer characteristics. Managerial implications suggest that online pharmacies should invest in logistics and trust-building mechanisms, while on-site pharmacies should broaden assortments and extend service flexibility. Limitations include the small sample size and the strong predominance of European respondents, which restricts the generalizability of results beyond the European context.