Antecedents and consequences of pharmacy loyalty behavior

Abstract

Purpose

This paper aims to identify antecedents and consequences of pharmacy loyalty behavior.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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.

Originality/value

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.

Citation

Athavale, A.S., Banahan, III, B.F., Bentley, J.P. and West-Strum, D.S. (2015), "Antecedents and consequences of pharmacy loyalty behavior", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 9 No. 1, pp. 36-55. https://doi.org/10.1108/IJPHM-02-2013-0003