In recent years, there has been a growing trend of individuals taking care of and improving their health. Frequent visits to doctors and a personal desire to enhance health have led to an increased demand for medications, both prescription and over-the-counter. The pharmaceutical industry is a large and developed sector that is continuously growing and changing business trends. Due to market saturation and significant competition, pharmacy owners must stay updated with trends and constantly seek ways to stand out from the competition, as customers have numerous other options, ranging from traditional pharmacies to the increasingly common online pharmacies. Therefore, the concept of loyalty is of paramount importance for pharmacies. The aim of this thesis was to investigate the factors influencing customer loyalty in pharmacies. The research was conducted on 101 respondents using a survey questionnaire as the research instrument. To determine the factors influencing customer loyalty in pharmacies, the following factors were defined and examined: product and service quality, pharmacy name, price, physical environment, benefits, advertising and promotion, and employee expertise. The research results showed that the physical environment and the quality of products sold in the pharmacy have the greatest impact on customer loyalty, while employee expertise has a slightly smaller impact on loyalty. Considering the results of this research, to maintain their competitive position in a saturated market, pharmacies should also consider other factors such as advertising and promotion, pricing, and the benefits they offer to gain and retain loyal customers.