Page 76 - MARSIUM'21 COMP OF PAPER

DETERMINE FACTORS THAT EFFECT CUSTOMER SATISFACTION IN

COMMUNITY PHARMACY: A CASE STUDY AT MUHIBBAH JAYA PHARMACY

Tam Weng Hong, Dr. Adaviah binti Mas’od

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: tamwenghong@graduate.utm.my, adaviah@utm.m

Abstract

Pharmacy has acknowledged the point of view that customer satisfaction is important in the success of
business activities. As a result, it has become critical for the community pharmacy to attempt to manage

consumer satisfaction. The aim of the paper was to investigate satisfaction level and examine which
factors have a positive and significant impact on customer satisfaction with pharmacy. The study

investigated the significance of general dimensions and specific elements of customer satisfaction in

measuring satisfaction levels. This study used a quantitative sampling method with a minimum sample
size of 140 respondents. The data was collected from the customers of Muhibbah Jaya Pharmacy through

Google form and offline survey. The researchers successfully collected 155 respondents for this study.

SPSS software was used to analysis data. The research findings found that the 5 dimensions which include
facilities, reliability, process, value for money, and service quality have positive and significant impact

on customer satisfaction. In contrast, dimensions of additional services and product quality have no
positive and significant impact on customer satisfaction. This study helps the existing literature and

marketers understand customer satisfaction, and provides pharmacies with recommendations and
directions for improvement to improve customer satisfaction and thus customer retention.

Keywords: Customer Satisfaction, Community Pharmacy, Dimensions of Satisfaction, Satisfaction
Levels, Sungai Sipu

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