Building a targeted pharmacy customer engagement approach
Hamilton, John (2009) Building a targeted pharmacy customer engagement approach. International Journal of Pharmaceutical and Healthcare Marketing, 3 (4). pp. 381-396.
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Purpose – The purpose of this paper is to elucidate the pathways that can enhance pharmacy-to-customer engagements, and give capacity to build closely aligned customer interface systems.
Design/methodology/approach – A nationwide, pharmacy and customer, dual survey-based service value networks (SVNs) approach, analysed using structural equation modelling (SEM), shows significant business-customer encounter information pathways act between the pharmacy and its engaging customer.
Findings – The complex nature of the business-customer exchange and its interacting pathways is highlighted. Six front-end SVNs business cells engaged in this paper have significant direct (and/or indirect) impact on customer perspectives of their pharmacy. Hence, the pharmacy front-end business model should be fully and intelligently networked.
Research limitations/implications – The SVNs and SEM approach yields a strong robust pharmacy model, and can move pharmacy business management mechanisms to elevated customer-engaging levels. It can offer customer-targeted interaction solutions with enhanced perceived satisfaction. This SVNs approach is efficient, understandable, measurable and business specific. It is appropriate for market leaders, innovators or differentiators. Combined with other interface-related toolkits it can deliver competitive advantage parameters such as understanding the key measures that improve business-customer alignment.
Originality/value – SVNs developed under SEM offer a new way to better align the business with its customers. They can be applied at the individual community pharmacy or pharmacy chain level. SVNs release the key measures from which pertinent interacting front-end business-to-customer pathways may be adjusted in a quest to strategically build and align the business closely to its customer demands. This win-win SVNs interface procedure can also be applied within other service industries.
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