Pharmacy World & Science

, Volume 29, Issue 5, pp 546–550 | Cite as

A survey of Estonian consumer expectations from the pharmacy service and a comparison with the opinions of pharmacists

  • Peeter VillakoEmail author
  • Ain Raal
Research Article



To assess the preferences of pharmacy customers when choosing a pharmacy and their expectations of the service, and␣comparing these with the opinions of pharmacists.

Main outcome measure

Opinion and satisfaction of community pharmacy clients in Estonia.


A written survey was carried out among pharmacy customers (n=1979) in cities (in 3 community pharmacies), towns (in 2 community pharmacies), and in small towns (in 2 community pharmacies). The survey was also carried out among community pharmacists (n=135) in different regions of Estonia.


When choosing a pharmacy, its location was considered most important, costs and wide choice are less important. The most important expectations of customers’ included help choosing the right medicine, as well as professional consultation. Preferences and expectations of pharmacy customers depended on their age, gender and income. Parking space, quickness and pleasantness were considered important by men. Costs and wide choice were considered to be more important by women. Pharmacists wish to give patients more information, but they overestimate the importance of quick service. Customers favoured privacy, discretion and confidentiality more. These characteristics were especially important to younger well-paid people living in big cities.


In contrast to the opinions offered by pharmacists’, a rapid customer service is so not as important as the quality of service in pharmacy according to customers. They also emphasised that pharmacies should highlight the choice of products, quality of service, a professional consultation, as well as ensure privacy.


Community Pharmacy Client Customer Estonia Expectations Opinions  Patient Pharmacist opinion Pharmacy services 


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Unable to display preview. Download preview PDF.



The authors would like to acknowledge all students who helped carry out the survey and to all the pharmacists involved for their kind co-operation.


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Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  1. 1.K-Büroo Marketing OüTartuEstonia
  2. 2.Institute of PharmacyUniversity of TartuTartuEstonia

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