Why guestology matters in retail pharmacy
26 Nov 2022 WATCH ON-DEMAND Area of interest: Pharmacists


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Guests have more choice as to where, when and why they choose products and suppliers. The Service-Product Chain will be described which explains the importance of excellent guest service delivery in the long-term success of pharmacies. The anatomy of guest types will be also discussed. Various dimensions or features to assess service quality will be outlined to describe what an excellent guest experience looks like such as reliability, empathy and responsiveness responsibility. The in-store experience will be looked in terms of the effect the mood of guests and hence their purchasing behaviour. The profile of good sales staff will be described as well as how to manage and motivate them.

Learning Objectives

  • Understand the modern Guest psychology and emotional motivators
  • Know how service quality is assessed and measured
  • Be able to describe various dimensions of brilliant guest service delivery
  • Know how the physical environment of pharmacies can impact the mood and decision-making of guests
  • Understand how to manage staff who interact with guests


Dr Ahmed Elghatas, KSA

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