Resumen de What drives pharmacy customers? Experience and convenience in the spanish market

Maria Avello Iturriagagoitia, Diana Gavilán Bouzas, Carmen Abril Barrie

• This paper provides new insights in the explanation of shopping behaviour in the context of pharmacies. It´s purpose is to explore the impact of experiential and utilitarian value on customer satisfaction and subsequently on consumer shopping patterns in the pharmacy context in Spain, specifically in the parapharmaceutical sector.

  Data were gathered from a sample of 3377 customers of 28 different pharmacies spread throughout the Spanish territory. Structural equation modeling was employed to assess the proposed research model empirically.

  Results revealed that, even though customers of a pharmacy are usually driven by necessity and utilitarian reasons, experiential values positively influence their satisfaction with the pharmacy and in turn, satisfaction will positively influence shopping patterns by increasing the number of products bought and the frequency of their visits.

  The experiential approach in the pharmacy sector leads us to recomend managerial strategies to deliver a superior customer experience which should result in higher profits.