Factors Influencing Customer Transaction Behavior in Pharmacies: A Comparative Analysis of Chain-affiliated and Independent Pharmacies in South Korea

Background: Despite the increasing competition caused by the rapid growth in the number of pharmacies in the Republic of Korea, research on factors influencing pharmacy sales is limited.This study aimed to investigate the factors affecting the financial performance of chain-affiliated versus independent pharmacies, with a focus on average transaction values.Methods: Transaction data from January 1, 2023, to December 31, 2023, were analyzed, excluding prescription drug sales.The focus was on over-the-counter medications, health supplements, and quasi-drugs.Results: The average transaction value at chain pharmacies was significantly higher, with an average of 14,596 KRW compared to 5,523 KRW at independent pharmacies.Within chain pharmacies, a higher proportion of pharmacies where pharmacists had completed a three-year training program was observed in the group with higher average transaction values (60.34% vs. 41.38%,p = 0.0411).Pharmacies that underwent interior renovations in accordance with franchise guidelines experienced a 1.27-fold increase in transaction values within 3 to 6 months, which was sustained at 1.41 times for up to 48 months.Conclusion: Chain-affiliated pharmacies demonstrated higher average transaction values compared to independent pharmacies.Additionally, pharmacist training and interior renovations significantly contribute to increased transaction values, suggesting that investing in these areas can enhance financial performance.Further research with broader data and additional metrics is recommended to deepen the understanding of factors influencing pharmacy sales.