Revisit Intention in Pharmacies: Exploring the Relationship of Customer Perceived Value and Satisfaction

Abstract

Pharmaceutical sector has been evolving and flourishing rapidly, but still; almost half of the world population has no access to quality medicines due to irregular service providers. The perceptions about pharmacies are not clear in patient/customer mind because of their service quality attributes. This study investigates the mediating effect of customer satisfaction on customer perceived value and revisit intention. Quantitative research approach was adopted, and data was collected from 260 respondents through fully structured questionnaire. The multivariate analysis was applied by using Process Macro (model-4). The results revealed that satisfaction partially medicates the relationship of physical aspects, consultancy, availability of products and revisit intention. However, the relationship of fairness of product price and store policy with revisit intention was fully mediated by satisfaction. Therefore, multidimensional perceived value could guide pharmacy managers to design an effective service delivery strategy that build behavioural attachment. The future research might explore brand advocacy and relationship quality attributes.