ID: 42908
Authors:
Claudiney Luís Ferreira, Luiz Rodrigo Cunha Moura, Gustavo Quiroga Souki.
Source:
RACE: Revista de Administração, Contabilidade e Economia, v. 15, n. 3, p. 1007-1034, September-December, 2016. 28 page(s).
Keyword:
Healthcare professional , Image , Image dimensions , Pharmacist , Professional image
Document type: Article (Portuguese)
Show Abstract
The objective in this work was to identify the Pharmacist image perception, which was subdivided into four dimensions: cognitive, functional, symbolic and emotional, based on Lindqvist’s (1974) and Stern, Zinkhan and Jaju’s (2001) models. There was an exploratory research through interviews with 23 stakeholders (physicians, nurses, speech therapist, physical therapist, occupational therapist, Pharmacy students and teachers, Pharmacists, users, etc.) related to the Pharmacist profession. The results indicate that for the functional dimension there is a specific image pharmacist about the tangible aspects because the inseparability exerts greater relevance in the services provision. For the cognitive dimension, the results indicate that there is not a clear perception of what the profession is nor of its duties. In the emotional dimension of the Pharmacist image comes to emotions evoked before, during and after the service provision. The symbolic dimension showed that the Pharmacist has meanings that are welfare representations and that refer to the professional as a reliable information source. The results can be used as guidelines for future strategic actions by regional pharmacy councils in each federal unit in Brazil and especially of the Federal Pharmacy Council for better positioning of the pharmaceutical professional image in the market and it can generate better satisfaction in the activity performance by the Pharmacist and a possible valorization of this professional to society. At the end, is held it a comparative analysis between the pharmacist’s image and other professions als’ ones.