Marketing Analysis of Additional Services Provided by Pharmacies

Abstract

The article presents the concept of marketing analysis of the additional services provided in pharmacies in the city of Belgorod. The authors carried out the assessment of customers' satisfaction with the quality of the additional services provided in the pharmacies in the city of Belgorod. Also the authors analyzed consumers’ preferences to form the list of services that can increase a pharmacy's customer loyalty and its competitiveness in the pharmaceutical market. Keywords—marketing analysis, pharmacy, additional services, IT-technologies