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Service Innovation in German Community Pharmacies. The Consumer Perspective

Title: Service Innovation in German Community Pharmacies. The Consumer Perspective

Bachelor Thesis , 2021 , 46 Pages , Grade: 1,0

Autor:in: Felix Kerst (Author)

Business economics - General
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This thesis reviews the currently available literature on the role of community pharmacies and their services from the consumer perspective. As literature is very scarce qualitative, consumer interviews have been conducted to answer the research question "how do consumers perceive the pharmacists’ role and their responsibility towards providing / innovating patient care services".

In recent years, the shift from a goods-centered perspective to service oriented economic concepts is dominating marketing research. This service dominated approach is lately also applied to healthcare. Issues such as consumer experience and perspectives, customer journeys and value cocreation are entering the healthcare context. Community pharmacies are essential service providers in German healthcare and thus an important touchpoint for patients within their medication and disease management. New digital technologies and networks further facilitate the opportunities for an active cooperation between patients and healthcare providers such as community pharmacies.

Excerpt


Inhaltsverzeichnis (Table of Contents)

  • 1 Introduction
  • 2 Theoretical Background
    • 2.1 Position of Community Pharmacies in the German Healthcare System
      • 2.1.1 Definition and Types of Community Pharmacies in Germany
      • 2.1.2 Legal Framework of German Pharmacies
      • 2.1.3 Quality Criteria of Community Pharmacies
    • 2.2 Challenges in Patient-Centered Healthcare Service
      • 2.2.1 State of Healthcare in Germany
      • 2.2.2 The Role of Digitalization in Value Creation in Healthcare
      • 2.2.3 The Role of Socio-Economic Status of Patients in Value-Centered Healthcare
      • 2.2.4 Medication Management and Medication Adherence
      • 2.2.5 Value Creation in Patient-Healthcare-Provider Interactions
    • 2.3 Goods-Dominant Logic, Service-Dominant Logic and Service Innovation
  • 3 Methodology
    • 3.1 Partly Systemized Literature Analysis
    • 3.2 Interviews
      • 3.2.1 Interview Method
      • 3.2.2 Interview Participants
      • 3.2.3 Interview Execution
      • 3.2.4 Interview Content
      • 3.2.5 Interview Content Coding
  • 4 Results
    • 4.1 Partly Systemized Literature Analysis
    • 4.2 Interview Results
      • 4.2.1 The Role of Community Pharmacies in Germany
      • 4.2.2 Service Innovation Potential in Community Pharmacies in Germany
  • 5 Discussion
    • 5.1 Implications
      • 5.1.1 Competence and Consultation
      • 5.1.2 Trust and Safety
      • 5.1.3 Medication Management
      • 5.1.4 Value Co-Creation and New Service Technologies
    • 5.2 Limitations and Suggestions for Further Research

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This Bachelor thesis explores the consumer perspective on service innovation in German community pharmacies. The thesis aims to investigate the perceived role of pharmacists in providing innovative patient care services. By reviewing available literature and conducting qualitative consumer interviews, the research analyzes how consumers perceive the pharmacists' role and their responsibility towards patient care. This research sheds light on the potential for service innovation in this sector, taking into account the latest German legal regulations on digitalization in healthcare.

  • The role of community pharmacies in the German healthcare system from a consumer perspective.
  • The importance of pharmacists' competence and trustworthiness in building patient relationships.
  • The potential for service innovation in community pharmacies, particularly in the context of digitalization.
  • Consumer attitudes towards service innovation in healthcare and their willingness to adopt new technologies.
  • The impact of socio-economic factors on the perception and utilization of healthcare services.

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter 1 provides an introduction to the topic of service innovation in German community pharmacies. It highlights the importance of understanding the consumer perspective in this context. Chapter 2 delves into the theoretical background, discussing the position of community pharmacies within the German healthcare system and its legal framework. The chapter also examines the challenges of patient-centered healthcare service, including digitalization and socio-economic considerations. Chapter 3 outlines the methodology employed, including the partly systemized literature analysis and the qualitative consumer interviews conducted. Chapter 4 presents the results obtained from both the literature review and the interviews, focusing on the consumer perception of community pharmacies and their service innovation potential.

Schlüsselwörter (Keywords)

This study focuses on key concepts such as service innovation, consumer perception, community pharmacies, German healthcare system, digitalization, value creation, patient-centered care, and trust. It explores the implications of these concepts for the development and implementation of innovative healthcare services in Germany.

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