Pharmacist's Interaction Behavior and Consumer Loyalty: The Mediating Role of Consumer Trust and Satisfaction

The study aimed to examine a causal relationship of pharmacist's interaction behavior and consumer loyalty with the mediating role of consumer trust and satisfaction in pharmacies. The study was based on a convenient sample of 327 pharmacy consumers in Ho Chi Minh City and Dong Nai province of Vietnam. Data were analyzed using a structural equation model (SEM). The results indicated that the model fitted well with the empirical data, considering the goodness of fit measures: chi(2) = 48.44 (df = 312), chi(2)/df = 1.54, GFI = 0.90, TLI = 0.95, CFI =0.96, and RMESA = 0.04. Results of mediation effects were significant, revealing that consumer trust and satisfaction mediated the relationship between pharmacist behavior and pharmacies consumer loyalty (beta = .51, p < .001; beta = .50, p < .001). Additionally, perceived pharmacist's listening was statistically significant to consumer satisfaction (beta = .10, p < .05) and trust (beta = .15, p < .01); perceived pharmacist's advising impacts consumer satisfaction (beta = .26, p < .01) and was statistically significant to consumer trust (beta = .64, p < .001); perceived pharmacist's professional competence was associated significantly with consumer satisfaction(beta = .15, p < .001) and trust (beta = .16, p < .001). These findings offer implications regarding how pharmacist's behavior can enhance loyalty behavior through consumer trust and satisfaction in pharmacies. Pharmacies should focus on training by improving the relationship of pharmacists with consumers, as the key dimension of the service quality in driving the pharmacy loyalty.