The Role of Empathy and Relationship Quality in Building Customer Loyalty in Community Pharmacies: Evidence from Jordan
DOI:
https://doi.org/10.35516/jjps.v17i3.2305Keywords:
Relationship quality, Pharmacist Empathy, Customer Loyalty, Community pharmacies, JordanAbstract
Aim: This study explores how pharmacist empathy influences customer loyalty through the mediating role of relationship quality in community pharmacies.
Methodology: A cross-sectional study utilizing a web-based questionnaire and convenience sampling was conducted in Jordan. Data were analyzed using Structural Equation Modeling (SEM).
Results: A total of 536 responses were gathered and analyzed from all Jordanian regions. The gender distribution was balanced, with 261 males (48.7%) and 275 females (51.3%). The age distribution was concentrated in the 35-44 age group (29.3%), followed by 25-34 (25.6%). The majority had a high level of education, with 323 (60.3%) holding a Bachelor's degree or higher academic qualification (19.0%). Most participants visited pharmacies at least once every six months (50.6%), primarily using independent community pharmacies (52.1%). The study findings highlight a significant positive impact of pharmacist empathy on the three key dimensions of pharmacist-patient relationship quality (trust, satisfaction, and commitment). Furthermore, a significant positive relationship was found between the relationship quality dimensions and both customer loyalty dimensions (attitudinal and behavioral loyalty).
Conclusion: The study findings highlight the central role of pharmacist empathy in establishing a strong and enduring pharmacist-patient relationship quality, which in turn, enhance consumers loyalty, which is essential for thriving and surviving in today's competitive market.
References
Bojei J, Alwie A. The influence of relationship quality on loyalty in service sector. International journal of economics and management. 2010 Jun;4(1):81-100.
Almomani HQ. Relationship quality as predictor of B2B customer loyalty in the pharmaceutical sector: Evidence from Jordan. Journal of Relationship Marketing. 2019 Apr 3;18(2):108-23. DOI: https://doi.org/10.1080/15332667.2018.1534062
Alshurideh MT, Al Kurdi B, Almomani H, Obeidat ZM, Masa’deh RE. Antecedents and consequences of relationship quality in pharmaceutical industries: A structural equation modelling approach. Plos one. 2023 Jan 20;18(1):e0279824. DOI: https://doi.org/10.1371/journal.pone.0279824
Lasrado F, Thaichon P, Nyadzayo MW. Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions. Journal of Business & Industrial Marketing. 2023 Mar 21;38(5):1055-86. DOI: https://doi.org/10.1108/JBIM-05-2021-0267
Rauyruen P, Miller KE. Relationship quality as a predictor of B2B customer loyalty. Journal of business research. 2007 Jan 1;60(1):21-31. DOI: https://doi.org/10.1016/j.jbusres.2005.11.006
Bejou D, Wray B, Ingram TN. Determinants of relationship quality: an artificial neural network analysis. Journal of business research. 1996 Jun 1;36(2):137-43. DOI: https://doi.org/10.1016/0148-2963(95)00100-X
Giovanis A, Athanasopoulou P, Tsoukatos E. The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice. 2015 Nov 9;25(6):744-76. DOI: https://doi.org/10.1108/JSTP-11-2013-0263
Tegambwage AG, Kasoga PS. Relationship quality and customer loyalty in the Tanzanian microfinance sector. Journal of Financial Services Marketing. 2022 Nov 13;1-6. DOI: https://doi.org/10.1057/s41264-022-00191-8
Ali OM. The roles of relationships and service quality as drivers of customer loyalty: An empirical study. Open Journal of Social Sciences. 2020 Apr 2;8(04):14. DOI: https://doi.org/10.4236/jss.2020.84002
Gül İ, Helvacıoğlu ET, Saraçlı S. Service quality, outpatient satisfaction and loyalty in community pharmacies in Turkey: A structural equation modeling approach. Exploratory Research in Clinical and Social Pharmacy. 2023 Dec 1;12:100361. DOI: https://doi.org/10.1016/j.rcsop.2023.100361
Zeithaml VA. Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science. 2000 Dec;28:67-85. DOI: https://doi.org/10.1177/0092070300281007
Goldstein AP, Michaels GY. Empathy: Development, training, and consequences. Routledge; 2021 Sep 30. DOI: https://doi.org/10.4324/9781003165095
Jordanian Department of Statistics. Jordanian Statistical Yearbook [Internet]. 2014. Available from: http://dos.gov.jo/dos_home_e/main/Yearbook_2014.pdf
Jordan Pharmacists Association. In Lines [Internet]. 2024. Available from: https://www.jpa.org.jo/fy-stwr
Moisescu OI, Vu DA. A conceptual review on building, managing and assessing brand loyalty. Review of Economic Studies and Research Virgil Madgearu. 2011;4(1):67.
Bowen JT, Chen SL. The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management. 2001 Sep 1;13(5):213-7. DOI: https://doi.org/10.1108/09596110110395893
Reichheld FF. The one number you need to grow. Harvard business review. 2003 Dec 1;81(12):46-55.
Shankar V, Smith AK, Rangaswamy A. Customer satisfaction and loyalty in online and offline environments. International journal of research in marketing. 2003 Jun 1;20(2):153-75. DOI: https://doi.org/10.1016/S0167-8116(03)00016-8
Anatolevena Anisimova T. The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty. Journal of consumer marketing. 2007 Nov 6;24(7):395-405. DOI: https://doi.org/10.1108/07363760710834816
Smith B. Buyer‐seller relationships: bonds, relationship management, and sex‐type. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration. 1998 Mar;15(1):76-92. DOI: https://doi.org/10.1111/j.1936-4490.1998.tb00153.x
Crosby LA, Evans KR, Cowles D. Relationship quality in services selling: an interpersonal influence perspective. Journal of marketing. 1990 Jul;54(3):68-81. DOI: https://doi.org/10.1177/002224299005400306
Hennig-Thurau T. Relationship quality and customer retention through strategic communication of customer skills. Journal of marketing management. 2000 Feb 1;16(1-3):55-79. DOI: https://doi.org/10.1362/026725700785100497
Ivens BS, Pardo C. Are key account relationships different? Empirical results on supplier strategies and customer reactions. Industrial Marketing Management. 2007 May 1;36(4):470-82. DOI: https://doi.org/10.1016/j.indmarman.2005.12.007
Ibrahim B, Aljarah A. The era of Instagram expansion: Matching social media marketing activities and brand loyalty through customer relationship quality. Journal of Marketing Communications. 2023 Jan 2;29(1):1-25. DOI: https://doi.org/10.1080/13527266.2021.1984279
Liu CT, Guo YM, Lee CH. The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management. 2011 Feb 1;31(1):71-9.. DOI: https://doi.org/10.1016/j.ijinfomgt.2010.05.008
Rafiq M, Fulford H, Lu X. Building customer loyalty in online retailing: The role of relationship quality. Journal of Marketing Management. 2013 Feb 1;29(3-4):494-517. DOI: https://doi.org/10.1080/0267257X.2012.737356
Olson JK. Relationships between nurse‐expressed empathy, patient‐perceived empathy and patient distress. Image: The Journal of Nursing Scholarship. 1995 Dec;27(4):317-22. DOI: https://doi.org/10.1111/j.1547-5069.1995.tb00895.x
Fields SK, Mahan P, Tillman P, Harris J, Maxwell K, Hojat M. Measuring empathy in healthcare profession students using the Jefferson Scale of Physician Empathy: health provider–student version. Journal of interprofessional care. 2011 Jul 1;25(4):287-93. DOI: https://doi.org/10.3109/13561820.2011.566648
Murray J, Elms J, Curran M. Examining empathy and responsiveness in a high-service context. International Journal of Retail & Distribution Management. 2019 Nov 12;47(12):1364-78. DOI: https://doi.org/10.1108/IJRDM-01-2019-0016
Rabbanee, F.K., Burford, O. and Ramaseshan, B., 2015. Does employee performance affect customer loyalty in pharmacy services?. Journal of Service Theory and Practice, 25(6), pp.725-743. DOI: https://doi.org/10.1108/JSTP-06-2014-0126
Wolf EJ, Harrington KM, Clark SL, Miller MW. Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educational and psychological measurement. 2013 Dec;73(6):913-34. DOI: https://doi.org/10.1177/0013164413495237
Chau PY. Reexamining a model for evaluating information center success using a structural equation modeling approach. Decision Sciences. 1997 Apr;28(2):309-34. DOI: https://doi.org/10.1111/j.1540-5915.1997.tb01313.x
Hair J, Anderson R. Tatham R. & Black W.. Multivariate data analysis (5th ed.). 1998, New York: Macmillan.
Sullivan K., & Gilbert D. Research method and statistics. 2004, Essex, UK: Pearson Custom Publishing.
Gummesson E. Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts. Journal of business & industrial marketing. 2004 Mar 1;19(2):136-48. DOI: https://doi.org/10.1108/08858620410524016
Reichheld FF. Learning from customer defections. Harvard business review. 1996;74(2):56-67.
Nasir M, Adil M, Dhamija A. The synergetic effect of after sales service, customer satisfaction, loyalty and repurchase intention on word of mouth. International Journal of Quality and Service Sciences. 2021 Aug 20;13(3):489-505. DOI: https://doi.org/10.1108/IJQSS-01-2021-0015
Ghattas D, Al-Abdallah G. Factors affecting customers selection of community pharmacies: The mediating effect of branded pharmacies and the moderating effect of demographics. Management Science Letters. 2020;10(8):1813-26. DOI: https://doi.org/10.5267/j.msl.2019.12.037
Hjazeen R. Community Pharmacists’ Perspectives toward Continuing Professional Development: A Qualitative Study. Jordan Journal of Pharmaceutical Sciences. 2023 Jul 24;16(2):449-. DOI: https://doi.org/10.35516/jjps.v16i2.1488
Amara N, Naser AY, Esra’O T. Patient satisfaction with pharmaceutical services in Jordan: A cross-sectional study. Jordan Journal of Pharmaceutical Sciences. 2023 Mar 25;16(1):1-0. DOI: https://doi.org/10.35516/jjps.v16i1.1030
DiMatteo MR, Sherbourne CD, Hays RD, Ordway L, Kravitz RL, McGlynn EA, Kaplan S, Rogers WH. Physicians' characteristics influence patients' adherence to medical treatment: results from the Medical Outcomes Study. Health psychology. 1993 Mar;12(2):93. DOI: https://doi.org/10.1037/0278-6133.12.2.93
Dubnicki C. Relationships among therapist empathy and authoritarianism and a therapist's prognosis. 1975.
Mukattash TL, Bazzi NH, Nuseir KQ, Jarab AS, Abu-Farha RK, Khdour MR. Pharmaceutical care in community pharmacies in Jordan: a public survey. Pharmacy Practice (Granada). 2018 Jun;16(2). DOI: https://doi.org/10.18549/PharmPract.2018.02.1126
Mukattash IL, Tahat TY, Ajlouny S, Mukattash TL, Al Tall Y, Jarab AS, Alabbadi I. Community Pharmacists’ Perspectives on Offering Discounted Prices for Prescription Drugs in Jordan. Jordan Journal of Pharmaceutical Sciences. 2024 Jun 25;17(2):407-21. DOI: https://doi.org/10.35516/jjps.v17i2.1819
Almomani H, Patel N, Donyai P. Reasons that lead people to end up buying fake medicines on the internet: qualitative interview study. JMIR Formative Research. 2023 Feb 16;7(1):e42887. DOI: https://doi.org/10.2196/42887
Almomani H, Raza A, Patel N, Donyai P. Reasons that lead people to buy prescription medicines on the internet: a systematic review. Frontiers in Pharmacology. 2023;14. DOI: https://doi.org/10.3389/fphar.2023.1239507
Bowman C, Family H, Agius-Muscat H, Cordina M, Sutton J. Consumer internet purchasing of medicines using a population sample: A mixed methodology approach. Research in Social and Administrative Pharmacy. 2020 Jun 1;16(6):819-27. DOI: https://doi.org/10.1016/j.sapharm.2019.09.056
Almomani H, Patel N, Donyai P. News media coverage of the problem of purchasing fake prescription medicines on the internet: thematic analysis. JMIR formative research. 2023 Mar 21;7:e45147. DOI: https://doi.org/10.2196/45147
Downloads
Published
How to Cite
Issue
Section
