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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
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    3. 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.
    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.
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