THE IMPACT OF PERCEIVED SERVICE QUALITY, CUSTOMER PERCEPTION AND PRICE STRATEGY ON PHARMACY CUSTOMER DEVOTION

The purpose of the study is to observe the factors which best enhance the customer devotion and loyalty. The impact of perceived service quality of pharmacy structure, medication price strategies and perception about pharmacists on customer devotion with the mediating role of pharmacy engagement has been studied in the following research. Random sampling technique was used to gather the required data. Data was analyzed through confirmatory factor analysis (CFA) by using PLS software. Additionally, structure equation modeling technique (SEM) was used to test the hypotheses. The results of the study revealed that there is a positive correlation between perceived service quality of pharmacy structure, pharmacy customer devotion perception and pharmacy engagement. Moreover, pharmacy engagement also strengthens the linkage of pharmacy customer devotion. Meanwhile, pharmacy engagement also mediates the relationship between perceived service quality of pharmacy structure, customer perception about pharmacist and pharmacy customer devotion.