Influence of service quality at a pharmacy on customer loyalty in Binh Duong
DOI:
https://doi.org/10.61591/jslhu.18.464Keywords:
Loyalty; Service quality; Satisfaction; Servqual; Pharmacy.Abstract
Customer loyalty plays a decisive role in customer retention and commitment, which can be manifested through customer satisfaction and their perception of service quality. Therefore, this study was conducted to identify the factors of service quality that impact customer satisfaction and loyalty at community pharmacy. A convenient survey was employed, resulting in 327 valid responses. These data were tested and analyzed using PLS-SEM with SmartPLS 3 software. The results indicated that 8 out of 11 proposed hypotheses were accepted, including responsiveness, assurance, empathy, and tangible elements impacting satisfaction; and responsiveness, assurance, empathy, and satisfaction impacting customer loyalty at the pharmacy. The model explained 46.5% of satisfaction and 47.9% of loyalty, with satisfaction and responsiveness being the most influential factors. Based on these findings, the study provides several recommendations for pharmacies in Binh Duong, such as improving their location, proper arrangement, service speed, high quality, customer care, consultation, and creating a sense of reliability, intimacy, and non-discrimination for customers.
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