IDEAS home Printed from https://ideas.repec.org/a/blg/journl/v18y2023i1p101-117.html
   My bibliography  Save this article

Comparison Of Pharmacy Websites: An Integrated Approach Based On Consumer Perception And Technical Parameters

Author

Listed:
  • DOROKHOVA Liudmyla

    (The National University of Pharmacy, Kharkiv, Ukraine)

  • PENTUS Kristian

    (The School of Economics and Business Administration, University of Tartu, Estonia)

  • KUUSIK Andres

    (The School of Economics and Business Administration, University of Tartu, Estonia)

  • DOROKHOV Oleksandr

    (The School of Economics and Business Administration, University of Tartu, Estonia)

Abstract

The development of e-commerce requires the strengthening of this component of the pharmaceutical business while providing the population with medicines. Improving the operation of pharmacy websites is an important task with a significant marketing effect. The purpose of the study is to identify errors on pharmacy websites that worsen their usability and communicative qualities when interacting with visitors, to offer an approach based on a joint assessment of consumer perception and technical parameters, and to carry out calculations for a comparative analysis of such sites functional and technical components using a multi-criteria approach. The objectives of the study were to analyze the Internet trade in medicines, to determine the criteria for comparison of pharmacy sites, to develop a model for website evaluation, and to analyze the results of site quality estimation. Multicriteria comparison with different importance of criteria was used as the methodology to evaluate the usability of sites for online buyers of pharmaceutical products. As result two main components of the quality of pharmacy sites are identified: user interface and technical characteristics. The parameters of site evaluation for these components are described, and evaluation is performed. A computer model in Excel has been developed. The proposed approach and the program allow for assessing pharmacy sites’ quality, comparing their marketing opportunities, directions to improve functionality, pharmaceutical services, and business position of pharmacies. The described steps for website estimations can be used not only in pharmaceutical services but for wide kinds of sites for e-commerce.

Suggested Citation

  • DOROKHOVA Liudmyla & PENTUS Kristian & KUUSIK Andres & DOROKHOV Oleksandr, 2023. "Comparison Of Pharmacy Websites: An Integrated Approach Based On Consumer Perception And Technical Parameters," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(1), pages 101-117, April.
    • Handle: RePEc:blg:journl:v:18:y:2023:i:1:p:101-117
    as

    Download full text from publisher

    File URL: http://magazines.ulbsibiu.ro/eccsf/RePEc/blg/journl/18106dorokhova.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jokinen, Lenita & Puumalainen, Inka & Airaksinen, Marja, 2019. "Influence of strategic planning on product marketing and health service orientation of community pharmacies—A national survey in Finland," Health Policy, Elsevier, vol. 123(5), pages 462-467.
    2. Vasja Roblek & Mirjana Pejić Bach & Maja Meško & Andrej Bertoncelj, 2018. "To click or to buy over the counter drugs: exploring the behaviour of Slovenian customers," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 9(2), pages 145-166.
    3. Mina Shrestha & Rebekah Moles & Eurek Ranjit & Betty Chaar, 2018. "Medicine procurement in hospital pharmacies of Nepal: A qualitative study based on the Basel Statements," PLOS ONE, Public Library of Science, vol. 13(2), pages 1-21, February.
    4. Helena Nobre & Catarina Rodrigues, 2018. "Loyalty programs in the pharmaceutical retail: the impact of a network loyalty program on the pharmacy loyalty," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 14(4), pages 454-469.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sonja Kallio & Tiina Eskola & Marika Pohjanoksa-Mäntylä & Marja Airaksinen, 2020. "Medication Risk Management in Routine Dispensing in Community Pharmacies," IJERPH, MDPI, vol. 17(21), pages 1-12, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:blg:journl:v:18:y:2023:i:1:p:101-117. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mihaela Herciu (email available below). General contact details of provider: https://edirc.repec.org/data/feulbro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.