Acta academica karviniensia 2013, 13(2):135-147 | DOI: 10.25142/aak.2013.033

THE ANALYSIS OF THE DEMOGRAPHIC FACTORS' IMPACT ON CUSTOMER SATISFACTION IN SELECTED PHARMACIES USING LOGISTIC REGRESSION

Jana Valečková
Vysoká škola báňská-Technická univerzita Ostrava, Ekonomická fakulta, Sokolská třída 33, 701 21 Ostrava, Email:jana.valeckova.st@vsb.cz

Customer satisfaction is a prerequisite for gaining faithful customers and loyal customers, and to gain more market share subsequently. Customer's needs, desires and failures are detected by customer satisfaction measurement. Companies can respond to the needs and wishes by their tools. This paper deals with customer satisfaction in the pharmaceutical market. The main objective is to identify factors that influence customer satisfaction and quantify this effect. Demographic factors of the customer are included in the analysis. They are used a demographic factors such as gender customer, gender pharmacist, age and economic status. Logistic regression is used for identifying the impact.

Keywords: customer satisfaction, demographic factors, logistic regression, marketing research, maximum likelihood method, pharmacies, probability, questioning
JEL classification: C01, C13, M31

Received: December 14, 2010; Accepted: April 16, 2013; Published: June 30, 2013  Show citation

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Valečková J. THE ANALYSIS OF THE DEMOGRAPHIC FACTORS' IMPACT ON CUSTOMER SATISFACTION IN SELECTED PHARMACIES USING LOGISTIC REGRESSION. Acta academica karviniensia. 2013;13(2):135-147. doi: 10.25142/aak.2013.033.
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