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Sammanfattning: Pharmaceuticals have been developed as long as humanity has suffered from diseases. It is something today’s people take for granted and is associated with strict rules as well as social initiatives. The purpose of pharmacies has developed from being an authoritarian part in healthcare to focusing on the customer and their needs. This particular role for pharmacies is one of the main focuses in this candidate thesis. A survey was performed at seven different pharmacies located at seven different sites in Sweden. The survey illuminates relevant questions around the dialogue between the customer and pharmacist. The communication between pharmacist and customer is an important aspect in the process of a purchase, because medicine has become more advanced and precise. The communication is a complicated procedure that requires to be mastered by pharmacists and also by customers at a specific point in time and place. This interplay creates customer satisfaction. The result showed that customers were generally reassured with the treatment of their medicine. The pharmacist gave relevant and enough information according to the answers on the survey. It showed that doctors still have the most trust amongst customers regarding the medicine information, thereafter the pharmacist. Possibly the reason for this depends on the relations between doctors and patients compared to pharmacists and customers. Even though pharmacists today have a major role when it comes to medical treatment and customers are satisfied, it is still common that they search for information in other ways. Digitalisation will probably affect this subject.