The influence of consultative selling on patient satisfaction: The case of chain pharmacies in Addis Ababa
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Date
2018-06-15
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Addis Ababa University
Abstract
This research was conducted to examine the influence of consultative selling on patient satisfaction in chain pharmacies in Addis Ababa. The study was conducted on four chain pharmacies in the city and customers of these pharmacies participated in assessing the four consultative selling skills of pharmacy professionals at the selected retail outlets. Pharmacists’ communication skills, pharmacist’s empathy, provision of instructions on usage of medicines and information on disease conditions were examined and their influence on patient satisfaction measured. A quantitative research approach was employed and data collected from questionnaires were analyzed using SPSS version 23 to calculate statistical outcomes such as mean, standard deviation, correlation, and multiple regression. The results of the study showed that all consultative selling skills had a significant and positive influence on patient satisfaction with pharmacists’ communication skills being the most impactful. Based on the research findings it is recommended that community pharmacies consider effective consultative selling as a competitive advantage. By improving consultative selling skills of its employees through skill development programs, pharmacy owners can stand out with the services of their pharmacies by having competent and all rounded employees who can satisfy patient needs
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Keywords
customer, communication skills