title: The missing path to gain customers loyalty in pharmacy retail: The role of the store in developing satisfaction and trust.
abstract: An evolution led to community pharmacies experiencing increased competition both between themselves and with new entrants in the sector, for example, grocery retailers. Applying certain retail marketing strategies aimed at developing store loyalty may be an appropriate strategic path for pharmacies wanting to compete in this new arena.
  
  
  
  This study aimed to develop and test a two-step model to identify the determinants of store loyalty for community pharmacies in Italy.
  
  
  
  Based on the retail literature, qualitative research was conducted to identify key variables determining loyalty to community pharmacies. The model was then tested by means of a phone survey. A total of 735 usable questionnaires was collected.
  
  
  
  The study highlights the key role of the relationship between pharmacists and their customers in the loyalty-building path; trust in pharmacists is the first driver of satisfaction and a direct and indirect (through satisfaction) driver of trust in pharmacies, which leads to store loyalty. Retail-level levers, such as the store environment, assortment, and communication, influence trust in pharmacies.
  
  
  
  This model is a first step toward investigating loyalty-building by applying the retail management literature's concepts to the community pharmacy sector.
authors.affiliation: Bocconi University, SDA Bocconi School of Management, Via Bocconi 8, 20136 Milan, Italy.
authors.forename: Sandro
authors.initials: S
authors.lastname: Castaldo
authors.affiliation: EMLYON Business School, 23, Avenue Guy de Collongue, CS40203, 69134 Ecully Cedex, France. Electronic address: grosso@em-lyon.com.
authors.forename: Monica
authors.initials: M
authors.lastname: Grosso
authors.affiliation: SDA Bocconi School of Management, Via Bocconi 8, 20136 Milan, Italy.
authors.forename: Erika
authors.initials: E
authors.lastname: Mallarini
authors.affiliation: Bocconi University, Via Roetgen 1, 20136 Milan, Italy.
authors.forename: Marco
authors.initials: M
authors.lastname: Rindone
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D003157:Community Pharmacy Services / Q000458:organization & administration*; D003258:Consumer Behavior; D004465:Economic Competition; D005260:Female; D017144:Focus Groups; D006801:Humans; D007558:Italy; D008297:Male; D008875:Middle Aged; D008962:Models, Theoretical; D017060:Patient Satisfaction; D010595:Pharmacists / Q000458:organization & administration*; D011369:Professional-Patient Relations; D011795:Surveys and Questionnaires; D035502:Trust; D055815:Young Adult
keywords: Customer loyalty; Pharmacy retail mix; Satisfaction; Trust