THE ROLE OF FUNCTIONALITY AND QUALITY OF SERVICE OF INTERNET SERVICES IN IMPROVING THE BUSINESS EFFICIENCY OF PHARMACEUTICAL COMPANIES

With the continued growth of business-to-busines (B2B) and business-to-consumer (B2C) Internet services, online providers offer an increasing range of services that support and improve their core products or services. In this article, we will explore Internet services in the pharmaceutical market in E-Pharma.

The results of the field study confirm that the functionality and quality of the services provided by Internet services are important predictors of customer beliefs and behaviour, and have a significant impact on indicators of pharmaceutical company development  as sales and advertising revenue. The constructed econometric model confirms that the monthly traffic of the Internet service is primarily sensitiveto the speed of order processing, i.e. a change in the speed of order processing will be reflected in the growth of traffic after a shorter period of time compared to other factors. The functional value is also confirmed, reflecting the usefulness of the Internet service in a practical aspect due to the influence of selected factors in the multiple regression model studied.

The study allowed us to identify the most effective ways to develop Internet services in the E-Pharma market. These include: promotion of Internet services through social networks, which will ensure an increase in both the social and emotional value of the Internet values studied; implementation of other measures to increase public awareness of Internet services operating in the Russian pharmaceutical market; development of a loyalty programme for customers of a pharmacy organisation who purchase medicines through an Internet service, thereby contributing to an increase in their functional, social, and emotional value.

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