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PurposePharmaceutical companies' marketing strategies have traditionally targeted only physicians and, more recently, consumers. The purpose of this paper is to explore the role of the pharmacist as prescriber, influencer, switcher, and dispenser of pharmaceutical drugs in one developing country, Egypt.Design/methodology/approachThe authors surveyed pharmacists in Cairo, Egypt. The pharmacists were asked to estimate the percentages of patients who came in with a prescription, with only a box or a recommendation for a medicine and with only symptoms, and whether he/she switched the patient to another medicine. Pharmacies were classified as to the social class of the pharmacy neighborhoods. Cluster analysis was used to further classify pharmacists as “Influencers” and “Non‐influencers”.FindingsOverall the pharmacists influence 39 percent of all purchase decisions for pharmaceuticals with higher levels of influence in lower social class neighborhoods. Approximately one out of four pharmacists was classified as an Influencer.Practical implicationsIn developing countries, the pharmacist plays a key role in which medicines patients ultimately purchase. Marketing activities directed toward the pharmacist may provide an important opportunity to maximize the pharmaceutical firms' return on marketing investment.Originality/valueFew studies have looked at the marketing of pharmaceutical drugs in developing countries. This paper is unique in that it examines the role of the pharmacist in these markets, thus providing an important addition to the understanding of the challenges to the industry in these countries and important implications for pharmaceutical marketing strategies.

Purpose – This paper aims to develop a model that encompasses the constructs and sub-constructs consumers use in evaluating healthcare service quality (HSQ) in Egypt. Design/methodology/approach – Factor analysis was performed on 40 variables to identify the constructs. Ordinal logistic regression was also used to identify the sub-constructs and examine the effect of each sub-construct on patients’ overall perception of service quality. Findings – Factor analysis confirmed an eight-construct framework: hospital premises and employees; doctor medical service; nursing medical service; diagnostic medical service; admission; discharge; rooms and housekeeping; and meals. Ordinal logistic regression established 17 sub-constructs – physician reliability; physician assurance; physician interaction; physician’s competence; nursing tangibles; nursing reliability; nursing assurance; nursing interaction; nursing responsiveness; diagnostic service competence; diagnostic service reliability; hospital premises and employees tangibles; admission responsiveness; admission knowledge and courtesy; meals tangibles; rooms tangibles and housekeeping courtesy; and discharge knowledge and courtesy – that have significant effect on HSQ. Some sub-constructs had a significantly greater impact on overall perception of service quality than others. Practical implications – Healthcare providers will be able to pinpoint areas of service quality shortfall and better satisfy their patients. This will ultimately lead to repeat patronage and positive recommendation behavior. Originality/value – The model is the first comprehensive model in the Middle East that takes into account all constructs and sub-constructs patients use for evaluation of HSQ.

Purpose The purpose of this paper is to determine the best measure among several alternatives (SERVQUAL, weighted SERVQUAL, SERVPERF, weighted SERVPERF) and develop a scale which healthcare providers can use for measurement of healthcare service quality. Design/methodology/approach The study involved two phases. The first phase was through a series of in-depth interviews with experts and patients followed by a pilot study. Subsequently, the second phase involved a quantitative phase through surveys with 384 patients. Alternative measures were analyzed using coefficient (Cronbach) α, composite reliability, factor analysis and logistic regression analysis. Findings Findings confirmed “Weighted SERVPERF” using an interactive methodology as the most appropriate for measurement of healthcare service quality. Originality/value Using the model and scale developed, healthcare providers will be able to measure healthcare service quality and identify areas of shortfall and act accordingly to improve delivery through allocating resources in service areas that would generate the greatest returns in customer satisfaction. Enhancing satisfaction will ultimately generate patient loyalty and positive recommendation behavior.

PurposeThe current study seeks to focus on highlighting the extent of changes in consumer behavior by character/ethics education. The research is designed as a pioneer empirical study, sampling Egypt as an example of a growing consumer market as well as an illustration of the relevance of character education programs for inducing changes in consumption patterns. The central aim of the work is to contribute to the body of knowledge of marketing science and marketing ethics with respect to strategic issues like targeting new and growing consumer segments. The practical relevance of the chosen research problem is increasing as character/ethics education (as a trend) itself is increasing, thus possibly influencing the behavior and consumption patterns of children as current and potential buyers of goods and services in the market. In addition, the research proposes character education as a potential solution to growing concerns about childhood consumerism.Design/methodology/approachThe research utilized a mixed research methodology, where qualitative research was first used to develop the model, which was tested using a quantitative approach through a post‐test only control group design. Four variables were tested, namely consumption style, opinion leadership, humanitarianism, and ethnocentrism. The best‐known scales in the consumer research literature were compiled and modified to form the instrument for this research.FindingsThe results showed an overall significant difference between the consumer behavior of the test and control groups.Research limitations/implicationsThe present empirical study focused on the effect of character education programs on tweens in Egypt. Future research should extend into testing other forms of character development such as social‐emotional learning, positive psychology, and Montessori education. Cross‐cultural research is also recommended in this largely under‐represented area.Practical implicationsCharacter education is a growing trend. Marketers can benefit from this research, as they are more able to assess the consumption behavior of a growing market segment. Government officials and public policy makers can also make use of the research in their decisions related to implementing character education programs.Social implicationsHumanitarianism was an obvious dimension of character education effects. The present research indicates that children exposed to character education are likely to exhibit ethical consumption on the consumer level as well as a greater inclination toward corporate social responsibility (CSR) on the managerial level. On the other hand, marketers can utilize the present research results to take note of their societal contributions and achieve balance in the societal marketing triad through assessing the long‐term effects of their actions on consumers, especially young consumers.Originality/valueThe research is ground‐breaking in its assessment of the overlaps between character education and consumer behavior. The research is important for parents, educators, marketers, and policy makers.