Page 893 - MARSIUM'21 COMP OF PAPER

894 Tam & Adaviah (2022)

Furthermore, numerous experts demonstrate that pleasing and retaining current consumers is significantly less expensive than continuously
replacing them (Gustafsson et al. 2005). Satisfaction refers to a customer's total attitude or behaviour toward the gap between what they
anticipate and what they get when a want, need, or goal is met (Rahimi and Kozak, 2017). According to Hui and Zheng (2010), satisfaction
is an evaluative evaluation of individual transactions based on perceived quality. Customer satisfaction not only saves money and enhances
profit, but it also brings in new and repeat business. Customer satisfaction is affected by many factors. According to Hokanson (1995), he
stated that: “customer satisfaction variables include good employees, polite employees, capable employees, helpful employees, correctness
of billing, timeliness of billing, competitive pricing, quality of service, and good value, billing clarity and fast service.”.

2.3 DIMENSION OF CUSTOMER SATISFACTION

Satisfaction according to Hokanson (1995) is affected by many factors which include friendly employees, courteous employees,
knowledgeable employees, and helpful employees, accuracy of billing, competitive pricing, service quality, good value and quick service.
The author focuses on seven factors of customer satisfaction for the objectives of this research: additional services, product quality, service
quality, facilities, reliability, process, and value for money. In addition, the seven dimensions include 21 elements that are employed in the
data collecting and analysis process.

2.4 HYPOTHESIS DEVELOPMENT

2.4.1 ADDITIONAL SERVICES

According to Martinéz-Ruiz et al. (2010), customers in the modern environment are continually looking for convenience benefits.
Additional services provide the customer with high-quality additional services to increase his satisfaction (Stopka et al., 2016). Enhanced
pharmacy services are services provided by community pharmacies that require additional or special skills, knowledge and/or facilities
and are provided to subgroups with special needs. While community pharmacies around the world typically provide safe, effective, and
rational use of prescription, pharmacy, and self-selected medicines for all, developed countries are developing and offering an
increasingly diverse array of additional services for payment (Berbatis et al., 2007). Additional services are fundamentally important in
the retail industry and play a part in determining consumer happiness by providing convenience. Additional services like the membership
provide access to discounts and promotional goods.
This dimension will consist of five elements, which are the membership benefit, delivery services, free counseling services,
additional test service and rehabilitation equipment ordering or leasing services. The pharmacy has a loyalty membership for their
customers where the customer may get point from every purchase and can redeem during the member points redemption event. The
pharmacy also provides the delivery service and counseling services. Counseling service is free for their customers about the medical
items or machines even if the product is not from the pharmacy. The additional test services include hemoglobin A1c test, lipid profile
test, total cholesterol test, uric acid test, haemoglobin test, pregnancy test, glucose test and blood pressure test. Lastly, the pharmacy also
has rehabilitation equipment ordering or leasing services, available items such as hospital bed, wheelchair, walking frame, crutches,
blood pressure/blood glucose monitoring device. Relying on explanation given above, researcher hypothesis:

H 1: Additional services have a positive and significant impact on customer satisfaction with pharmacy.

2.4.2 PRODUCT QUALITY

Product quality refers to the combination of features that can meet consumer needs and provide customer satisfaction by upgrading
products and making them defect-free (Akrani, 2013). The consumer will buy a product or service only if it suits his requirements. A
product is considered to be of high quality when it meets a number of criteria related to its functionality for the consumer. According to
Lupiyoadi and Hamdani (2013), product quality is the extent to which a product or service satisfies its standards. Ehsani, Z and Ehsani,
M. H. (2015) states: “product quality is the customer's perception of the overall quality or advantages of a product or service, relative to
its intended purpose, relative to alternatives.” The constancy of a product's or service's quality may contribute to a firm's success as
measured by customer satisfaction, staff satisfaction, and corporate profitability. Product variety is a quantity or product collection that
is distinguished by certain characteristics in order to fulfill the diverse needs of customers (Elmaraghy et al., 2013). The research findings
from Wantara & Tambrin (2019) also showed that product quality had a significant relationship with customer satisfaction. The pharmacy
not only sells medicines, but also many other product lines such as personal care, health products, health equipment, organic food, beauty
and lifestyle, and baby and children’s products. Product variety and durability will be the elements of this dimension. Therefore, following
hypothesis was generated:

H 2: Product quality has a positive and significant impact on customer satisfaction with pharmacy.

2.4.3 FACILITIES

Terblanche and Boshoff (2004) define store facilities as the total of components that contribute to a pleasant shopping environment,
such as easy-to-move-around shop layout/aisles, store cleanliness, and well-shaped product displays. As the market becomes more

894