FACTORS AFFECTING CUSTOMERS PREFERENCE OF COMMUNITY PHARMACIES AT ADDIS ABABA, ETHIOPIA

Abstract

This study investigates the factors affect customers' selection of community pharmacies in Addis Ababa, Ethiopia, aiming to provide insights that can enhance service delivery and customer satisfaction. The research focuses on key determinants such as convenience, sales promotions, Staff’s Professionalism, customer service, and recommendations from family and friends. The methodology includes the use of a structured questionnaire to collect quantitative data from a sample of 206 respondents. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis to understand the relationships between the independent variables (convenience, sales promotions, Staff’s Professionalism, customer service, and recommendations) and the dependent variable (customers' selection of community pharmacies). The findings reveal that convenience, customer service, and recommendations from family and friends significantly influence customer choices. Convenience, including factors such as proximity to residential areas and flexible operating hours, emerged as a crucial determinant. High-quality customer service, characterized by staff courtesy, responsiveness, and empathy, also plays a significant role in customer selection. Recommendations from family and friends highlight the substantial impact of word-of-mouth in shaping customer preferences and decisions. While sales promotions and the qualifications of pharmacists show positive relationships with customer choices, their impacts are less pronounced. The study concludes that community pharmacies better prioritize enhancing convenience, improving customer service, and leveraging positive word-of-mouth recommendations to attract and retain customers. These strategies are essential for building a competitive edge in the market. The insights from this study are valuable for pharmacy owners, and healthcare practitioners aiming to improve service delivery and customer satisfaction in community pharmacies. Additionally, the study suggests that future research could explore the impact of digital and online pharmacy services, the role of demographic factors such as age and income, and the influence of healthcare policy changes on customer preferences.