ABSTRACT
Dimensions of pharmacist services were identified based on consumer importance ratings of service activities. The service activities and dimensions were then categorized according to Levitt's total product concept. Via a mailed survey, consumers rated the importance of 30 pharmacist services and noted for each service whether they had ever experienced the service. Service dimensions were identified by factor analysis, and the individual services and dimensions were assigned to core, expected, augmented, or potential product types by the percentage of consumers having experience with the service(s). Four pharmacist service dimensions resulted and were labeled as Nonprescription Drug Activities, Prescription Drug Activities, Medication Administration Activities, and Education and Informatics Activities. Low rates of experience with activities in the Education and Informatics Activities dimension suggested that it fit the potential product category. Experience with other activities led to categorizing them and the other dimensions in the expected or augmented product categories.