Developing Pharmacy Services: a Customer-driven Interaction and Counselling Approach

In recent years, many traditional businesses have been facing demands to extend their core product and incorporate a substantial service element. The transition from traditional business to service enterprise cannot be accomplished without considerable attention being given to ways of fulfilling cus- tomer needs. This study looks at the pharmacy business and asks what kind of pharmacy services different customer groups want, how these groups can be distinguished and what the implications are for pharmacy service development. It identifies four customer groups - the contented, phormacist- dependent customer, the independent customer, the infor- mation seeker and the discontented customer -and concludes that the future success of the pharmacies depends on how much they take the desires of these groups into consideration in developing their services.