ABSTRACT
Differences in service preferences between patrons of supermarket and chain pharmacies were determined. Subjects fell into two groups: patrons of a supermarket chain's pharmacies and patrons of the same supermarket chain who patronized other community chain pharmacies for prescription drug purchases. Subjects were asked to prioritize services in terms of convenience and impact on pharmacy selection. Differences in service preferences emerged. Community pharmacy patrons were more likely to rate easy navigation through a pharmacy and 24 X 7 hours of operation as key services. Supermarket pharmacy patrons were more likely to rate one-stop shopping and adequate hours of operation as priorities. Both groups rated basic services such as maintenance of prescription and insurance information as priorities. Pharmacies should stress the delivery of basic services when trying to attract customers.
