Antecedents and consequences of pharmacy loyalty behavior

Author(s):
Amod S. Athavale (Department of Pharmacy Administration, The University of Mississippi School of Pharmacy, University, Mississippi, USA.)
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Abstract:
– This paper aims to identify antecedents and consequences of pharmacy loyalty behavior.

– A cross-sectional study was conducted. Constructs involved were measured using an online self-administered questionnaire. Data were analyzed using multivariate logistic and linear regression.

– In all, 400 usable responses were obtained. General satisfaction (odds ratio [OR] = 1.52; p < 0.01; 95 per cent confidence interval [CI] = 1.12 to 2.06) and trust (OR = 1.81; p < 0.01; 95 per cent CI = 1.32 to 2.50) were found to have statistically significant relationships with loyalty behavior. General satisfaction (regression coefficient = 0.20; p < 0.01; 95 per cent CI = 0.09 to 0.31), explanation component of satisfaction with service quality (regression coefficient = 0.13; p < 0.01; 95 per cent CI = 0.04 to 0.21), consideration and technical competence components of satisfaction with service quality (regression coefficient = 0.18; p = 0.02; 95 per cent CI = 0.03 to 0.33) and trust (regression coefficient = 0.33; p < 0.01; 95 per cent CI = 0.21 to 0.45) were statistically significantly related to positive word-of-mouth promotion. General satisfaction (regression coefficient = −0.29; p < 0.01; 95 per cent CI = −0.3 to −0.18), consideration and technical competence components of satisfaction with service quality (regression coefficient = −0.17; p = 0.02; 95 per cent CI = −0.31 to −0.03) and trust (regression coefficient = −0.21; p < 0.01; 95 per cent CI = −0.33 to −0.10) had statistically significant relationships with negative word-of-mouth promotion.

– Pharmacists can utilize these results to develop better marketing strategies. These results can be used by researchers to forward this area of research. This study had some study design limitations that may affect its generalizability.

– Effect of satisfaction as a multidimensional construct on pharmacy loyalty behavior and word-of-mouth promotion, identification of drivers of negative word-of-mouth promotion and effect of pharmacy trust on pharmacy loyalty behavior and word-of-mouth promotion are some of the major contributions of this study.

Keywords:
Satisfaction, Trust, Negative word-of-mouth promotion, Patient behavior, Pharmacy loyalty behavior, Positive word-of-mouth promotion
Publisher:
Emerald Group Publishing Limited
Acknowledgments:

The authors would like to thank the Center for Pharmaceutical Marketing and Management (CPMM) at The University of Mississippi School of Pharmacy for funding this project. The authors did not have any conflict of interest in relation to the methodology, results or inferences presented in this manuscript.

Copyright:
© Emerald Group Publishing Limited 2015
Published by Emerald Group Publishing Limited
Citation:
Amod S. Athavale, Benjamin F. Banahan, III, John P. Bentley, Donna S. West-Strum, (2015) "Antecedents and consequences of pharmacy loyalty behavior", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 9 Issue: 1, pp.36-55,
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Journal Information
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International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123
Online from: 2007
Subject Area: Marketing

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