LOYALTY ASSESSMENT OF ELDERLY CUSTOMERS TO THE PHARMACY USING KANO MODEL

The article presents the results of a sociological study conducted with the questionnaire of 385 pharmacy customers from different regions of the Republic of Belarus aged over 60 using Kano model. The respondents consistently expressed their attitude to the presence and absence of 13 characteristics (parameters) effecting the performance of pharmacies. The purpose of this study is to assess the loyalty of elderly customers to the pharmacy using Kano model. The potentials of elderly customers’ satisfaction and dissatisfaction with the work of pharmacies are calculated. The same parameter was revealed to have a different effect on the potential of satisfaction and dissatisfaction of pharmacy elderly customers. The distribution of the parameters studied into 4 quadrants allowed to determine mandatory characteristics of the pharmacy (availability of a wide range of products, competence of pharmaceutical workers; provision of the customers with detailed information about the purchased product), linear (location of the pharmacy, convenient schedule of its work, rational pricing policy, discount availability, informative and esthetic design of shop windows, benevolence of pharmaceutical workers) and indifferent ones (availability of car parking near the pharmacy, advertising items in the pharmacy, ability to get additional services in the pharmacy, modern technologies for population service). Attractive parameters were not set. The design of shop windows is at the border edge of mandatory and one-dimensional characteristics intersection. To attract customers and increase their loyalty to the pharmacy it is necessary to ensure availability of mandatory and to develop the category of linear characteristics.