Relationships of Servicescape and Service Quality with Customer Loyalty in Good Pharmacy Practice Accredited Independent Pharmacies
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Abstract
Objective: To investigate the relationship of servicescape and service quality with customer loyalty in Good Pharmacy Practice (GPP) accredited independent pharmacies. Methods: This research was an analytical cross-sectional survey. The respondents consisted of customers who were age over 18 years old and visited or purchased products from 8 selected GPP accredited independent pharmacies in Bangkok metropolis between February and July 2021. The subjects completed self-administered questionnaires after receiving service. The questionnaires assessed the opinions toward servicescape and service quality of GPP accredited pharmacies and opinions on three customer loyalty behaviors including word of mouth (WOM), purchase intention (PI) and price sensitivity (PS). Results: 384 pharmacy customers responded to the questionnaires. 91.14 % of respondents were repeat customers. The customers rated their experiences at pharmacies in term of servicescape and the service quality at 4.23±0.52 and 4.34±0.54 out of five, respectively. Overall servicescape and service quality significantly correlated to all domains of customer loyalty i.e., WOM, PI and PS (P < 0.05). Overall servicescape had a weak but significantly positive correlation to WOM (r = 0.33) and PI (r = 0.26) while it showed a weaker correlation to PS (r = 0.10). Additionally, service quality moderately correlated to both WOM (r = 0.53) and PI (r = 0.47) while it revealed a weaker association with PS (r = 0.31). Conclusion: service quality and servicescape are potential critical drivers of customer loyalty in GPP accredited independent pharmacies in terms of WOM, PI and PS.
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ผลการวิจัยและความคิดเห็นที่ปรากฏในบทความถือเป็นความคิดเห็นและอยู่ในความรับผิดชอบของผู้นิพนธ์ มิใช่ความเห็นหรือความรับผิดชอบของกองบรรณาธิการ หรือคณะเภสัชศาสตร์ มหาวิทยาลัยสงขลานครินทร์ ทั้งนี้ไม่รวมความผิดพลาดอันเกิดจากการพิมพ์ บทความที่ได้รับการเผยแพร่โดยวารสารเภสัชกรรมไทยถือเป็นสิทธิ์ของวารสารฯ
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