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Designing Mobile Application for the Over the Counter Drug Marketing

In: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Kotor, Montengero, 10-11 September 2015

Author

Listed:
  • Roblek, Vasja
  • Meško Maja

Abstract

The increased usage of mobile apps has a great potential in Pharmacy market. Through the use of mobile apps, web portals and social media may allow a fast and wide diffusion of awareness for over the counter (OTC) drugs and attract a large number of customers, thus increasing the value of searching for information, quality and lower costs of the purchase. The goal of this paper is to identify the key factors as antecedents of customer satisfaction for the design of a mobile app for OTC drug marketing. To this aim, the authors use the Kano model that allows categorizing service attributes according to how they are perceived by customers and estimating their impact on customer satisfaction. This model is adopted in order to identify, express and latent needs of customers and to design a mobile app for OTC marketing according to their perceptions and expectations. To apply the Kano model, the authors used quantitative data collected through 537 questionnaires that were sent to the Slovenian internet users (June and August 2013). The results of this analysis can be relevant to the pharmaceutical companies; drugs vendors and marketing managers plan strategy and operational activities, for pharmaceutical companies in the field of OTC drugs marketing, for application developers, and for all those concerned with OTC drugs marketing issues.

Suggested Citation

  • Roblek, Vasja & Meško Maja, 2015. "Designing Mobile Application for the Over the Counter Drug Marketing," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2015), Kotor, Montengero, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Kotor, Montengero, 10-11 September 2015, pages 213-219, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    • Handle: RePEc:zbw:entr15:183651
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    File URL: https://www.econstor.eu/bitstream/10419/183651/1/30-ENT-2015-Roblek-et-al-pp-213-219.pdf
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    References listed on IDEAS

    as
    1. Dominici, Gandolfo & Palumbo, Federica, 2013. "How to build an e-learning product: Factors for student/customer satisfaction," Business Horizons, Elsevier, vol. 56(1), pages 87-96.
    2. Vasja Roblek & Andrej Bertoncelj, 2014. "Impact of Corporate Social Responsibility on OTC Medicines Consumers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 1-12, February.
    3. Vasja Roblek, 2015. "Impact of internet and social media on organisational change of OTC medicines marketing management," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(3), pages 239-258.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    OTC drugs; mobile applications; Kano model; customer satisfaction; mobile marketing;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • K23 - Law and Economics - - Regulation and Business Law - - - Regulated Industries and Administrative Law
    • L65 - Industrial Organization - - Industry Studies: Manufacturing - - - Chemicals; Rubber; Drugs; Biotechnology; Plastics
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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