To examine the specific factors that the general public believes have an effect on the image of community pharmacists and also to identify community pharmacists' services that truly fulfill people's needs. A convenient sample of 401 community pharmacy customers completed the questionnaire. When asked about the factors that help establish a positive image for a community pharmacist, 98.3% of the respondents reported accurate dispensing as the most important factor, followed by cordial attitude (95.5%), and wearing clothes showing pharmacist's license with a photo (94.6%). Among the services provided by community pharmacies, most people think that the most needed service is a consultation explaining drug-drug interactions (93.8%). Furthermore, 312 (77.8%) respondents indicated that there is a need for comprehensive pharmaceutical services. As for the amount that the respondents were willing to pay for such service, many (42.9%) chose 100 NT dollars (≈ 3USD). The results of this study showed that correct dispensing is the most important factor that helps establish a positive image of community pharmacists and that the most needed services were those that required pharmacists' professional competence. Moreover, nearly 80% of the respondents reported that they needed comprehensive pharmaceutical services and were willing to pay for it.