From mistrust to cooperation
| Findings . | Illustrative extract from data . | In relation to previous literature . |
|---|---|---|
| Mistrust to cooperation Pharmacists who once did not trust mobile apps have begun to learn that clients can cooperate to contribute to the success of these apps | P20 “In the beginning, all these new tools made me nervous. It was hard to be online … always on. Over time, I started to understand that my patients can help me thanks to the apps I hated so much. They look for me; I can stay in touch with them. They know my shifts and don't call me on the phone when I'm off” | Value co-creation is an essential element that could help pharmacists improve satisfaction and loyalty precisely with the cooperation of their customers (Andrew et al., 2016; Koval et al., 2018; Wiedmann et al., 2010) |
| P52 “Thanks to mobile apps, I always know what my colleagues are doing. I can really stay in touch with my clients and they expect me to give them information on my practice through the device. In the beginning, it's a lot of work, but after time, you realize how this work is really part of a community-based pharmacy” | ||
| P58 “It's funny to see the number of people following you when you publish new offers on your mobile app. It's a different way of being a pharmacist, but it doesn't take anything away from your work. Instead, it enriches it. In the beginning, I simply thought these apps were my competitors, now I understand I can take advantage of them and get to my patients directly and more easily” |
| Findings . | Illustrative extract from data . | In relation to previous literature . |
|---|---|---|
| Mistrust to cooperation Pharmacists who once did not trust mobile apps have begun to learn that clients can cooperate to contribute to the success of these apps | P20 “In the beginning, all these new tools made me nervous. It was hard to be online … always on. Over time, I started to understand that my patients can help me thanks to the apps I hated so much. They look for me; I can stay in touch with them. They know my shifts and don't call me on the phone when I'm off” | Value co-creation is an essential element that could help pharmacists improve satisfaction and loyalty precisely with the cooperation of their customers (Andrew et al., 2016; Koval et al., 2018; Wiedmann et al., 2010) |
| P52 “Thanks to mobile apps, I always know what my colleagues are doing. I can really stay in touch with my clients and they expect me to give them information on my practice through the device. In the beginning, it's a lot of work, but after time, you realize how this work is really part of a community-based pharmacy” | ||
| P58 “It's funny to see the number of people following you when you publish new offers on your mobile app. It's a different way of being a pharmacist, but it doesn't take anything away from your work. Instead, it enriches it. In the beginning, I simply thought these apps were my competitors, now I understand I can take advantage of them and get to my patients directly and more easily” |
Source(s): Own elaboration