A survey of Estonian consumer expectations from the pharmacy service and a comparison with the opinions of pharmacists.
OBJECTIVE
To assess the preferences of pharmacy customers when choosing a pharmacy and their expectations of the service, and comparing these with the opinions of pharmacists.


METHODS
Opinion and satisfaction of community pharmacy clients in Estonia.


METHODS
A written survey was carried out among pharmacy customers (n=1979) in cities (in 3 community pharmacies), towns (in 2 community pharmacies), and in small towns (in 2 community pharmacies). The survey was also carried out among community pharmacists (n=135) in different regions of Estonia.


RESULTS
When choosing a pharmacy, its location was considered most important, costs and wide choice are less important. The most important expectations of customers' included help choosing the right medicine, as well as professional consultation. Preferences and expectations of pharmacy customers depended on their age, gender and income. Parking space, quickness and pleasantness were considered important by men. Costs and wide choice were considered to be more important by women. Pharmacists wish to give patients more information, but they overestimate the importance of quick service. Customers favoured privacy, discretion and confidentiality more. These characteristics were especially important to younger well-paid people living in big cities.


CONCLUSIONS
In contrast to the opinions offered by pharmacists', a rapid customer service is so not as important as the quality of service in pharmacy according to customers. They also emphasised that pharmacies should highlight the choice of products, quality of service, a professional consultation, as well as ensure privacy.
Villako
Peeter
P
K-Büroo Marketing OU, 112/2 Kalevi Street, Tartu, 50104, Estonia. peeter.villako@mail.ee
Raal
Ain
A
D000328:Adult; D000368:Aged; D003157:Community Pharmacy Services / Q000592:standards*; D003376:Counseling / Q000592:standards; D003625:Data Collection; D004957:Estonia; D005260:Female; D006301:Health Services Needs and Demand; D006801:Humans; D008297:Male; D008875:Middle Aged; D017060:Patient Satisfaction; D010595:Pharmacists; D024382:Professional Role; D011369:Professional-Patient Relations; D011787:Quality of Health Care