In conditions of unstable health care systems, public image of pharmaceutical organizations is key factor affecting patients trust and development of their loyalty. Despite important role of image of organizations, studies of perception of pharmaceutical organizations by consumers in such post-conflict regions like Syria are limited. The understanding of these factors permits to increase quality and trust to pharmaceutical services. The purpose of the study is to evaluate main factors affecting public image of pharmaceutical organizations in Syria on the basis on opinions of consumers and patients. The study was carried out using questionnaire method. The questionnaire was originally designed and included evaluation of external and internal factors affecting organization image, such as service quality, medication accessibility, communication, pricing policy and transparency of functioning. The questionnaire distributed online among patients and consumers from various regions of Syria. The survey gave 417 valid responses in total. The data analysis included examination of differences in perception depending on such demographic characteristics as gender, age and income level. It is established that respondents estimate highly such practical aspects of pharmaceutical organizations functioning as medications accessibility (87%), pricing fairness (72%) and service quality (73%) as main factors that form image. The communication with pharmacists and transparency of organizations functioning also played significant role. The interest to programs of loyalty programs and social activity differed depending on age, gender and income level. The females attached more importance to interpersonal interaction, while elderly persons emphasized functioning transparency. The respondents with lower income were more sensitive to pricing policy and expected from organizations more openness. The study results emphasize significance of service quality, medications accessibility and pricing policy as key factors of development of public trust and create foundation for development of target strategies improving image of pharmaceutical organizations in Syria.

patient satisfaction, pharmaceutical services, consumer behavior, pharmacists, Syria.