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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) pharmacy is…

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. Each…

7405

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
1300

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

1472

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

8506

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

316

Abstract

Details

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

Article
Publication date: 7 March 2023

Grant Alexander Wilson, Gabriel Millard and Cameron Hills

The paper offers clarity to the market orientation (MO) and performance relationship in real estate by examining the limited relevant literature, presenting international results…

Abstract

Purpose

The paper offers clarity to the market orientation (MO) and performance relationship in real estate by examining the limited relevant literature, presenting international results and discussing the implications for market orientation researchers and real estate practitioners.

Design/methodology/approach

Based on a survey of 1,251 individual renters in the USA, the United Kingdom (UK) and Canada, this study examines the relationship between residential property managers’ MO and performance. It extends MO research in real estate by focusing on property management as opposed to property development.

Findings

The results show that MO and performance are correlated in all three countries. Commitments to understanding and serving customers and differentiating from competitors are shown to enhance performance measures including residential tenants’ loyalty toward the property manager, trust in the property manager, pride in rental accommodation and commitment to paying rent on time.

Originality/value

This study is one of the largest MO studies in real estate in terms of sample size and offers a unique international perspective. The research is novel as MO is evaluated by tenants as opposed to self-assessed by firms. The paper offers a new measure of property manager performance and provides strategic directives for real estate professionals seeking to enhance competitiveness.

Details

Property Management, vol. 41 no. 5
Type: Research Article
ISSN: 0263-7472

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