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Article
Publication date: 27 May 2014

Jason Perepelkin and David Di Zhang

The aim of this paper is to argue that quality alone is not enough; pharmacies need to develop a rapport with their customers and convey sincerity. Community (retail…

Abstract

Purpose

The aim of this paper is to argue that quality alone is not enough; pharmacies need to develop a rapport with their customers and convey sincerity. Community (retail) pharmacy is an increasingly competitive industry. Service quality has been considered one of the key factors for pharmacies to differentiate and develop competitive advantage. The customers’ perception of the sincerity of the pharmacies mediates the relationship between quality and trust.

Design/methodology/approach

Through consumer intercept, we collected survey data from 150 customers in a western Canadian city who had filled a prescription at the pharmacy in the previous six months. Data were analyzed using structure equation modeling.

Findings

Our data revealed that while overall service quality has a positive influence on customer trust, perception of sincerity has a more immediate impact. The relationship between quality and trust was completely mediated through sincerity perception.

Originality/value

Service quality has been introduced to pharmacy management and produced many good results. However, the measurement of service quality has historically emphasized on physical evidence. The element of human interaction and subjective affective perceptions has been largely ignored because it is difficult to measure, hence difficult to reward and implement. Our study highlights the importance of personal interactions in the context of pharmacy quality management.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 6 September 2011

Jason Perepelkin and David Di Zhang

The community pharmacy industry is an increasingly competitive sector, where independent pharmacies must compete with national and multinational chains for market share…

7255

Abstract

Purpose

The community pharmacy industry is an increasingly competitive sector, where independent pharmacies must compete with national and multinational chains for market share. Each pharmacy seeks to differentiate and earn customer trust. The purpose of this paper is to seek to better understand the effectiveness of differentiating via developing a unique corporate brand personality in the pursuit of customer trust.

Design/methodology/approach

A survey was conducted in a small city in Western Canada. Patients who have recently filled a prescription were asked to assess their perceptions about the brand personality of the pharmacy they last visited, and evaluate how much they trust the pharmacy. Data were analyzed using SPSS and structural equation modeling (SEM).

Findings

The results indicated that significant brand personality differences exist among various types of pharmacies. Customers rated independent pharmacies slightly more trustworthy than multinational mass merchandise and national chain pharmacies. SEM analysis revealed that sincerity and competence have the most significant impact on building customer trust.

Originality/value

The findings suggest that independent pharmacies may be able to differentiate themselves by developing a brand personality that is competent and sincere, whereby they earn the trust from their customers. The authors' findings also suggest that a sophisticated appearance might be an expensive option that does not provide satisfactory return on the investment.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Content available

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 1750-6123

Content available
876

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 28 October 2014

Avinandan Mukherjee

1401

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 2 November 2015

Avinandan Mukherjee

8160

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 25 November 2013

Avinandan Mukherjee and Yam Limbu

261

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 1750-6123

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