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customers are expected to rate quality as ‘low' if performance falls short of expectations and ‘high' if performance exceeds expectations.
Service quality is an antecedent to customer satisfaction (Ali et al., 2013). Customer satisfaction is a rating given by customers after they
have used a service (Panda and Das, 2015). Consumer satisfaction is created by a gap between the expectations of the consumer and the
actual performance of the product/service (Santouridis and Trivellas, 2010). According to Lau et al. (2006), the higher the service quality
provided, the higher the customer satisfaction. Ghattas and Al-Abdallah (2020) stated that nurturing, qualified and experienced
pharmacists and customer service are decisive factors in choosing a community pharmacy. The pharmacy currently has a total 4 staff
including one pharmacist who are ready to serve the customers. Services quality dimension will consist of four elements which are
friendliness of staff, employee knowledge, performance of staff and availability of staff to offer help. Therefore, the researcher
hypothesis:

H 7: Service quality has a positive and significant impact on customer satisfaction with pharmacy.

2.5 RESEARCH FRAMEWORK MODEL

Figure 1: Research framework for the consumer satisfaction towards Muhibbah Jaya Pharmacy

Figure 1 shows the research framework of this research. The theoretical framework theorizes the relationship between several factors
relevant to the study. It is also known as a conceptual model. The framework of the dimensions in Figure 1 was adopted from Lu and
Lukoma (2011) who highlighted nine dimensions to identify attributes to customer satisfaction. In this study, seven dimensions and 21
key elements will be developed to determine customer satisfaction aspects.

■ 3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research design of this study is descriptive quantitative research design. This study uses survey methods in collecting data
from prospective respondents. According to Bryman and Bell (2007), qualitative research focuses on people' perceptions of their social
reality rather than massive quantification.

3.2 POPULATION AND SAMPLING

The population of this research focuses on the customers of Muhibbah pharmacy in Sungai Siput (u). Information received from
the Buku Data Asas Negeri Perak 2016 stated that Sungai Siput had 54.7 thousand population in 2016. There are 27.9 thousand (51%)

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