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You searched Library Catalogue - Subject: Satisfaction Malaysia.
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Call Number (WOU)
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SP CEMBA 2014 22
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Author
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Chew, Ai Leng
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Title
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Key determinant factors for customer's buying decision in an independent pharmacy / Chew Ai Leng
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Abstract
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The purpose of this research is to determine key factors that are considered important to customers’ buying decision for an independent pharmacy.The focus is on a pharmacy business that is owned by the same pharmacist that has branches in three different geographical locations in Selangor. From past literatures on customer satisfaction that leads to a positive outcome, it was found that factors like pharmacist service or relationship, store location, product range, store layout and price were the main factors that affect customers’ buying decision. Using the same factors, a theoretical framework was established to study the impact on buying decisions for different branches with contrasting demographic profiles. An interview survey was carried out in all the branches asking questions that point to the different factors. Participants were customers that patronize the stores. Results from this research showed that key factors that have the highest effects on their buying decision were pharmacist service, price and store location. Moreover, combination of these factors increases the effect of their buying decision. This entire research took about five months to complete. The study concludes with recommendations for three different branches on strategic plans moving forward.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA)
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2014
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Subject
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Wawasan Open University -- Dissertations
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Subject
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Professional education
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Subject
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Pharmacy
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