Service Innovation in German Community Pharmacies. The Consumer Perspective

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

Business economics - General

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.

Table of Content

Table of Figures

List of Tables

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

6 Conclusion

References

Abbreviations

Appendix

• College: LMU Munich (Institut for Innovation Management)
• Grade: 1,0
• Author: Felix Kerst (Author)
• Publication Year: 2021
• Pages: 46
• Catalog Number: V1160719
• ISBN (PDF): 9783346567178
• ISBN (Book): 9783346567185
• Language: English
• Tags: Service Innovation, Pharmacies, Patient-Centered Healthcare Service, Medication Management, Medication Adherence, Value Creation in Healthcare, Service Dominant Logic, Goods Dominant Logic, The Role of Community Pharmacies in Germany, Service Innovation Potential in Community Pharmacies, Value Co-Creation, Community Pharmacies, German Healthcare System, Challenges in Patient-Centered Healthcare Service, Literature Review, Interview, Mayring, Miles, Digitalization in Healthcare, The Role of Socio-Economic Status of Patients in Value-Centered Healthcare, Value Creation in Patient-Healthcare-Provider Interactions, Feelings and Perceptions in Healthcare