Marketing Mix Strategies and Their Relationship with the Service Orientation of Community Pharmacies in Thailand

Abstract

Tanapol Kortana, Chatkaew Hatrawang, Boonthai Kaewkhantee, Jongdee Phusalux.

This research has examined the marketing mix strategies and their relationship with the service orientation of community pharmacies in the region of Thailand. To address this objective, a questionnaire was developed and distributed among the different members who are currently serving in community pharmacies of Thailand. with the help of 7 team members, a sample survey with 289 respondents was conducted where the data set of 247 respondents was found statistically good for conducting the descriptive analysis, factor loadings, and finally the structural equation analysis. Descriptive results have shown the overall data trends with the help of mean, standard deviation, kurtosis and skewness. Whereas factor loadings are providing the evidence for the individual item’s significance in the latent construct. Finally, our results have shown that marketing mix strategies for the pricing, placing and promotion related activities are statistically significant to impact on the mean value of service orientation in the community pharmacies of Thailand. More specifically, the impact of promotion and placing is significantly positive for the service orientation while pricing is showing its adverse impact on service orientation of local pharmacies. However, no impact of product related strategies on service orientation is found. This findings are providing a good insight for the policy making specifically in the pharmaceutical sector of Thailand. Furthermore, students, researchers, and researchers in the field of marketing strategies can reasonably get the proper understanding with the help of present findings. However, our research is confined to a reasonable sample, examining the barriers for the service orientation, and limited regional implications. Future studies are highly recommended to implement this research while taking the stated limitations under their consideration too.