Page 900 - MARSIUM'21 COMP OF PAPER

901 Tam & Adaviah (2022)

H6 Value for money has a positive and significant impact on customer satisfaction with pharmacy. Accepted
H7 Service quality has a positive and significant impact on customer satisfaction with pharmacy. Accepted

Table 10: Hypothesis Summary

■ 5.0 DISCUSSIONS AND IMPLICATIONS

5.1 Discussion on Research Objective 1: To identify the satisfaction level of customers towards the pharmacy.

The surveys were distributed to the customers of the Muhibbah Jaya Pharmacy. After calculated and analyzed the results, the dimension
process had the highest score (94%) in customer satisfaction level, while the value for money had the lowest score (54%) as shown in Table
2. There are two items evaluated under the dimension process, which are the operation time and the transaction process at the counter. The
result showed that customers were satisfied with the pharmacy operation time and transaction process of the pharmacy. In contrast, customers
felt least satisfied with the value for money. There are also two items that are evaluated under value for money, which are the competitive
price and the frequency of promotions or discounts. The analysis resulted in the customers not satisfied with the product price and the
promotion frequency of the pharmacy. Therefore, the pharmacy should focus on pricing their products and recommended to focus on
delivering product value to customers. The pharmacy should also offer more frequency of the promotion or discounts in order to attract
customers and also their satisfaction level. Moreover, the research also measured overall customer satisfaction levels. As shown at Table 3,
the highest percentages of respondents belong to high satisfaction level with 69.7%. Then, come to medium level with 25.8%, and the least
is the low satisfaction level with 4.5%. In conclusion, the customers of the pharmacy are most satisfied with the dimension of process, and
least with the dimension of value for money. Most of the customers (69.7%) have a high satisfaction level towards the pharmacy.

5.2 Discussion on Research Objective 2: To examine the significant factors that influence consumer satisfaction towards the
pharmacy.

H1: Additional services have a positive and significant impact on customer satisfaction with pharmacy.

The research findings show that the additional services have no positive and significant impact on customer satisfaction with pharmacy. The
result shown at multiple regression analysis obtained the significant value (p-value) of additional services is 0.144 (p < 0.05). Therefore, this
hypothesis is rejected: Additional services have no positive and significant impact on customer satisfaction with Muhibbah Jaya Pharmacy.
The result differs from Marković et al. (2014) research which proved the dimension of additional services has the greatest impact on customer
satisfaction. From Marković et al. (2014), the largest differences between expected and perceived quality appeared in variables related to
additional services. The research findings are the same with Grigoroudis et al. (2002), which found the additional services criteria is the truly
unimportant criteria with the customer satisfaction. The pharmacy provides additional services such as membership benefits, delivery
services, free counseling services, additional test service and rehabilitation equipment ordering or leasing services. The regression result
showed that the expectation of customers towards the additional services is lower and not important. Based on the customer satisfaction level
analysis, the additional services are in high satisfaction level with a score of 82.2%. Additional services are very helpful in increasing
customer satisfaction, but the most additional services provided by the pharmacy are only beneficial to a small percentage of customers. For
beneficiary customers, additional services are important and have high expectations, but for other customers, additional services are less
important and have lower expectations. To conclude, the additional services are not important to customers, and it has no positive and
significant impact on customer satisfaction with Muhibbah Jaya Pharmacy.

H2: Product quality has a positive and significant impact on customer satisfaction with pharmacy.

The result of this study found that the product quality has no positive and significant impact on customer satisfaction with pharmacy. This
hypothesis is rejected due to the significant value (p-value) is 0.121 (p<0.05). The result is different from the previous research of Razak et
al. (2016), Senthilkumar (2012) which proved that the quality of the product can affect customer satisfaction. Previous research from Hoe
and Mansori (2018) had stated that the product quality and durability have high impact on customer satisfaction. Previous research from
Wantara & Tambrin (2019) found that product quality had a significant effect on customer satisfaction, but it is not suitable for this research.
These research findings were also inconsistent with Sholihat and Thavorncharoensap (2014) which proved that availability of drug were
commonly cited as important factors associated with customer satisfaction in pharmacy. However, the result in this research is in line with
research from Saleem et al. (2015) which found the product quality has no significant effect on customer satisfaction. Pharmacy services are
increasingly expanding from simple drug supply to patient-centered and caring services (Ayalew et al, 2017). Ayalew et al. (2017) research
presented those customers of pharmacy have a high level of expectation toward pharmacy services. Compared with pharmacy products,
customers have higher attention and expectations for pharmacy services. Community pharmacies provide their customers with medicines
and advice to promote the safe and effective use of medicines provided by the pharmacy. Perceived product quality had no effect on customer
satisfaction, suggesting that customers may associate side effects or unsatisfactory medication with physician or active ingredient prescribing
decisions rather than pharmacies (Guhl et al., 2019). Based on the customer satisfaction level analysis, the product quality is in high
satisfaction level with a score of 89.2%. The aggression analysis also found that the product quality with the lower beta value was -0.076

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