Academic journal article Journal of Economic and Social Development

Architecture Impact in Improving the Quality of Services in Retail Pharmacies: Case Study Prishtina, Kosovo

Academic journal article Journal of Economic and Social Development

Architecture Impact in Improving the Quality of Services in Retail Pharmacies: Case Study Prishtina, Kosovo

Article excerpt


Pharmaceutical sector in Kosovo is divided in public and private one. In the public sector central pharmacies operate in hospitals of 7 major cities - one tertiary care hospital and six secondary care hospitals, there also in some primary health care settings but it is mainly for internal use. On the other part, the private sector is developed in different way with retail pharmacies spread all over Kosovo which count 660 pharmacies (AKPPM 2017). The retail pharmacies are very densely spread around Kosovo with one pharmacy in around 2900 inhabitants, with favourable conditions to start operating but endorsing difficulties when trying to remain on the market (Jakupi, 2014). Existing legislation for pharmacies is Law 04/L-190 for pharmaceutical products and devices from which derives the sublegal act, administrative instruction for pharmacies AI No: 11/2015 which details the requirements that are needed in order to obtain the license for a pharmacy from the competent authority. These requirements are based mainly in Good Pharmacy Practice and include criteria's from those administrative as premises, areas, layout, to those of professional work. These criteria, as such, can be fulfilled with no much difficulty. There are no set restrictions regarding open/closed shelves; or private consulting area for patients; OTC dispensing outside of the main area for prescription medicines, but those criteria remain on the preferences of the pharmacist/owner of the pharmacy, or the architect which makes the design of the pharmacy. Most of the pharmacies have been designed by the pharmacist itself whilst the role of the architects on pharmacy designs has been merely on delivering the aesthetic side. The study reveals that most of Kosovo pharmacist haven't considered taking into the account their customer perception and experience from the overall store image, therefore its relevance is under evaluated. Whilst in the developed countries the store image is being considered among the three main components of the customer satisfaction and experience, as such, its proper solution affects the customer loyalty and store choice; the store layout, pricing, and general atmosphere of the pharmacy have been shown to be significant to the retail marketing, of store positioning, profitability, customer's satisfaction and its image (Emmett et al, 2006, 68).

Due to retail pharmacy unique healthcare environment, that combines the delivery of health services with the aspect of a retail environment and the need to maintain a viable business (Croft et al, 2017), it is important to take into consideration the architectural challenges that come with it, in sense of balancing function, comfort/safety and aesthetics.

Starting from the importance of the patient-pharmacist relationship, the research is based on the inputs of both actors with the conjoint performing ground (meeting point) of the retail pharmacy store. Pharmacists' true societal power, including professional development, lies in the relationship between the service and the users, therefore the definition of professional value needs to be considered not just as professional education and skills, but also in terms of how consumers perceive it(Cavaco et al, 2005, 54).

This research aims to identify aspects such as perceptions and performance related to the usage of retail pharmacy, where both patient and pharmacist are confirmed as users of the space, but from different stances of concepts, contributing on the physical arrangement of the store; by ensuring the well performance of the pharmacist and the wellbeing of patient.


According to Embrey, M. (2012) good dispensing practices ensure that an effective form of the correct medicine is delivered to the right patient in the correct dosage and quantity, with clear instructions, and in package that maintains the potency of the medicine. Dispensing includes all the activities that occur between the time when the prescription is presented and the medicine or other prescribed items are issued to the patient. …

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