The intent was to teach the concepts of service and include an interactive assignment to view service from the customer perspective. Concurrent with text and lectures, students were "mystery shoppers" in a pharmacy, bookstore and department store shopping for a fictitious 75-80 year old grandparent. Data was collected to assess each shopping experience environment. An essay focused on the pharmacy scenario, the five service components, and the design of an ideal pharmacy. Subjective essay choices indicated the most assured service was provided in pharmacies; most reliable, responsive, and empathetic in department stores; and best tangibles were offered by bookstores. Descriptions for an ideal pharmacy incorporated all components of service. The "mystery shopper" exercise illuminated service more vividly than text and lectures alone. Where service can be improved in a pharmacy was highlighted when compared to a bookstore or department store.
|Original language||English (US)|
|Number of pages||6|
|Journal||American journal of pharmaceutical education|
|State||Published - Jan 1 1999|