Optimization of Service in Pharmacy Networks Based on Customer Experience Modeling

The increased competition is observed in the pharmaceutical market among the retail pharmaceutical companies in the differentiation of the range of medicines, on one hand and in large numbers of similar commercial parameters of the supply of medicine on the other hand. One of the most important tasks of retail pharmaceutical enterprises is to provide the population with high-quality, effective, safe medicines at reasonable prices. It is necessary for retail pharmaceutical enterprises, to search new ways to attract customers, applying scientifically based logistic approaches to the organization of sales activities and streamlining the customer service process as a key influence factor while choosing a place to buy medicines under such conditions of functioning. The mentioned above actualizes the in-depth study of the process, elements and level of customer service of retail pharmaceutical enterprises and necessitates the implementation of effective mechanisms aimed at improving the level of customer service. The purpose of the article is to justify the feasibility of providing a high level of customer service to retail pharmaceutical companies in order to preserve and improve public health and ensure competitiveness. In the process of research, general scientific and special methods were used: synthesis and system analysis, economic analysis, comparative and indicative methods, groupings, logical analysis, and queuing theory. The article proves the positive economic and social effect of raising the level of customer service in retail pharmaceutical companies, and the well-founded aspects on which the customer service strategy should be based. Future investigations in this direction may deals with the consideration and analysis of statistical interdependence between the companies single value index and its customer service level.