Relationship with customers: empirical research on networking in pharmacies business

Abstract

Building and strengthening long-term relationships with customers on the principle of mutual benefit is an effective strategy to manage businesses and their networks in today's highly competitive en-vironment. Ever more important, therefore, the customer relationship management tools and practices are that lead to the growth of customer satisfaction and loyalty and long-term performance of all network members. In the article the results of qualitative researches into the forms and tools used for strengthening relationships with customers - the end users as used by brick-and-mortar pharmacies, online pharmacies and distributors are summarized. The aim of the research was to map the current state - forms and tools used for enhancing customer relationships, the degree of their application, evaluation of their effective-ness, and possibilities of their further use in the development of relationships with customers.