SATISFACTION OF CUSTOMERS AND PROVIDERS, OF PHARMACEUTICAL PRODUCTS, WITH THE LAUNCH OF ONLINE PHARMACIES ON THE MARKET

V diplomskem delu smo obravnavali temo, ki se nanaša na področje marketinga, bolj natančno na področje raziskave zadovoljstva odjemalcev. V teoretičnem delu smo se predvsem osredotočili na odjemalce in njihovo zadovoljstvo s storitvami in izdelki. Prav tako smo želeli ugotoviti razloge za merjenje zadovoljstva in kakšne metode obstajajo, s katerimi imamo možnost meriti zadovoljstvo odjemalcev. Z raziskavo, ki smo jo izvedli v praktičnem delu, smo želeli ugotoviti, kakšno je zadovoljstvo odjemalcev in ponudnikov farmacevtskih izdelkov z lansiranjem spletnih lekarn na tržišče. Raziskava je bila izvedena s pomočjo kvalitativne metode, in sicer s tehniko intervjuja. V diplomskem delu smo dosegli vse zastavljene cilje in v celoti potrdili vse hipoteze. Ugotovili smo, kakšno mnenje imajo porabniki in ponudniki farmacevtskih izdelkov glede lansiranja spletnih lekarn na tržišče, kakšne strahove imajo glede pojava spletnih lekarn, kaj vpliva na odločitev za nakup v spletni lekarni, kako bi dosegli najvišjo stopnjo zadovoljstva z nakupi in storitvami, ki jih nudijo spletne lekarne in kaj menijo porabniki o tem, da je nakup v spletnih lekarnah anonimen. Med drugim nas je prav tako zanimalo kakšno je mnenje porabnikov in ponudnikov farmacevtskih izdelkov o ponudbi na spletu in kje najpogosteje kupujejo izdelke. Rezultati raziskave so pokazali, da so generalno gledano odjemalci in ponudniki farmacevtskih izdelkov zadovoljni s pojavom spletnih lekarn. Čeprav je raziskava pokazala, da je splošno mnenje o pojavu spletnih lekarn pozitivno, smo opazili, da intervjuvanci niso bili zadovoljni s ponudbo v spletnih lekarnah in, da še vedno pretežen delež intervjuvancev kupuje izdelke v lekarnah in se ne odločajo za spletne nakupe. Na podlagi raziskave smo ugotovili, da sta kakovosten proizvod oziroma storitev in zadovoljstvo odjemalcev še vedno predpogoj za uspešno poslovanje podjetja. V vsakem pogledu pa seveda na konkurenčno zmožnost organizacij pomembno vpliva razvitost tudi preostalih funkcij v samem podjetju. Potrebe, želje in zahteve odjemalcev so vse večje. Iz tega razloga mora vsako podjetje nenehno izboljševati svoje izdelke oziroma storitve ter učinkovito zadovoljevati odjemalce, saj so ti gonilna sila napredka in uspeha vsakega podjetja.In this diploma paper, we have dealt with a topic that refers to the field of marketing, to the field of researching customer satisfaction in precise. In the theoretical part, we have focused on the consumers and their satisfaction with the services and products. We wanted to identify the reasons for measuring satisfactionwe also wanted to discover which methods could be used when measuring consumer satisfaction. A research was conducted in the empirical partby it, we wanted to discover consumer and pharmaceutical service provider satisfaction with the launch of the internet pharmacies on the market. The research was conducted by means of qualitative method, namely the interview technique. All the set objectives were achieved, and all hypotheses were confirmed in the diploma paper. We have ascertained consumers\u27 and pharmaceutical service providers\u27 opinion regarding the launch of the internet pharmacies on the market and their fears regarding the appearance of the internet pharmacieswe discovered what influenced their decision whether to purchase in the internet pharmacy or not, and how to achieve the highest level of satisfaction with purchases and services provided by the internet pharmacieswe also gained consumers\u27 opinion regarding the anonymity of the purchase. We were curious what did consumers and service providers thought about the internet supply, and where did they most often purchase the products. The results of the research indicated that consumers and service providers were in general contented with the appearance of the internet pharmacies. Although the research has showed the general opinion regarding the appearance of the internet pharmacy as positive, we have noticed that the consumers were not satisfied with the offer of the internet pharmacies, that most of the interviewees\u27 preferred to purchase in standard pharmacies and that most of them did not decide to shop on-line. On the basis of the research, we can establish that quality products or services and consumer satisfaction are still a prerequisite for successful business. In all respects, other developed functions within the company also affect the competitive position of the company. Needs, desires and demands of consumers are increasing. For this reason, every company should constantly improve their products and services, and efficiently satisfy the consumers who are the motive power of progress and success