SATISFAÇÃO DO CONSUMIDOR COM AS FARMÁCIAS E DROGARIAS DE PIRES DO RIO (GO)

Abstract

This study aims to identify the degree of consumer satisfaction with the pharmacies operating in the municipality of Pires do Rio (GO). The results allow bring to the discussion, by the managers of the pharmaceutical retail companies, the influence of customer satisfaction as a defining competitive strategies in this segment. To achieve the objectives of the study, we applied the methodological design proposed by Rossi and Slongo (1998), with two stages, an exploratory and descriptive another. Satisfaction indicators were selected through interviews and secondary data (CORRER et al., 2009;. TINOCO; RIBEIRO, 2010). A survey of 261 valid cases with consumer pharmacies were applied in the period from May to November 2014. The data were mainly analyzed using multivariate analysis, which concluded interim reviews in the tested variables, demonstrating that consumers in pharmacies and drugstores are satisfied with the services provided, however, no evidence of the possibility of increased satisfaction degree through the use of marketing strategies focused on the practicality of services, by increasing the satisfaction in most variables importance. Are also presented conclusions on the shopping frequency pharmacies and drugstores products through the internet and suggestions for future research.