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Author Alet Puig, Josep |
Abstract Online pharmacies have experienced exponential growth in recent years, especially in the context of the current pandemic, during which they have gained undoubted relevance. However, there is a dearth of research that has been undertaken to understand the online consumer behavior of Spanish pharmacies and to highlight the factors that lead to the success of these online stores. In this study, an analysis was conducted by surveying 1.004 participants, measuring their behavior and their degree of satisfaction with the different aspects of an online store. The results have shown the room for improvement in the sector and the great potential that exists for the online channel of Spanish pharmacies. In addition, the study has highlighted the factors that lead to better customer satisfaction, which translates into higher future purchase intention and better recommendation rates. This indicates that, to grow in the future, both platforms and online pharmacies should encourage the implementation of actions focused on meeting the needs of customers and increasing the satisfaction of their shopping experience. |
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Director Derqui Zaragoza, Belén |
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Degree IQS SE - Undergraduate Program in Pharmacy |
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Date 2022-07-04
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