Causal Factors Affecting Customer Satisfaction through Customer Experience in the B2B of Pharmacy Business in Thailand
Article Sidebar
Main Article Content
Abstract
This research aimed to 1) study the factors of service quality, marketing, and brand value that affect the customer experience of B2B drugstore owners in Thailand, 2) study the influence of Causal factors of service quality, marketing, and brand value on the customer experience of B2B drugstore owners in Thailand, and 3) build a model of causal factors of service quality, marketing, and brand value that affect the customer experience of B2B drugstore owners in Thailand. This research utilized a mixed methods approach, incorporating both quantitative and qualitative research, as well as explanatory research. The samples used in the study were 5 purposive random samples and 420 samples from 22,122 drugstores in Thailand. The researchers analyzed the results from in-depth and semi-structured interviews. The researchers developed questions focused on the components or variables at a specific level. If the interviews revealed other interesting topics, follow-up interviews or inquiries would be conducted on those issues. The research findings indicated two key points: 1) It is beneficial for pharmaceutical companies to utilize marketing mixes, as this not only enhances the experiences of pharmacies but also positively affects various factors. 2) There is a close relationship among service quality, marketing mix, and brand value. The quality of service and the implementation of suitable marketing mixes contribute significantly to the creation and enhancement of brand value.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2019). Creating effective online customer experiences. Journal of Marketing, 83(2), 98-119. https://doi.org/10.1177/0022242918809930
Brassington, F., & Pettitt, S. (2006). Principles of marketing. Pearson.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009) Brand experience: What is it? how is it measured? does it affect loyalty?. Journal of Marketing, 73, 52-68. https://doi.org/10.1509/jmkg.73.3.52
Bueno, E.V., Weber, T.B.B., Bomfim, E.L., & Kato, H.T. (2019). Measuring customer experience in service: A systematic review. The Service Industries Journal, 39(3), 1-20. DOI:10.1080/02642069.2018.1561873
Cetin, G. (2020). Experience vs quality: Predicting satisfaction and loyalty in services. The Service Industries Journal, 40(15–16), 1167–1182.
Dhanasilangkura, W. (2024). Strategies in strengthening drugstores to fulfill good pharmacy practice in Udonthani. Thai Journal of Pharmacy Proctice, 16(2), 323-340. https://he01.tci-thaijo.org/index.php/TJPP/article/view/260242
Dibb, S., Simkin, L., Pride, M.W., & Ferrell, O. (2001). Marketing: Concepts and strategies (4th ed.). Houghton Mifflin, Boston.
Heskett, J. L., Sasser, W. E. J., & Schlesinger, L. A. (1997). The service profit chain. Free Press.
Homburg, C., Koschate, N., & Hoyer, W.D. (2005) Do satisfied customers really paymore? a study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69, 84-96. https://doi.org/10.1509/jmkg.69.2.84.60760
Gronroos, C. (1984) A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18, 36-44.
Kennedy, J. R. M., Zaki, M., Lemon, K. N., Urmetzer, F., & Neely, A. (2019). Gaining customer experience insights that matter. Journal of Service Research, 22(1), 8–26.
Kotler, P., & Armstrong, G. (2017). Principles of marketing. Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing management (14th ed.). Shanghai People’s Publishing House.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22, 332-351. DOI: 10.1016/j.jcps.2011.08.003
Lauterborn, B. (1990). New marketing litany; Four Ps passe; C-words take over. Advertising Age, 61(41), 26.
Lemon, K.N., & Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69-96. https://doi.org/10.1509/jm.15.0420
Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the "Like" button: The impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. Journal of Marketing, 76(6), 105-120.
Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1988) SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64, 12-40.
Patton, M. Q. (1999). Enhancing the quality and credibility of qualitative analysis. Health Services Research, 34, 1189-1208.
Pine II, B.J., & Gilmore, J.H. (1998). Welcome to the experience economy. Harvard Business Review, 97-105.
Pine II, B. J., & Gilmore, H. J. (1999). The experience economy. Harvard Business School.
Puccinelli, N.M., Goodstein, R.C., Grewal, D., Price, R., Raghubir, P., & Stewart, D.W. (2009). Customer experience management in retailing: understanding the buying process. Journal of Retailing, 85(1), 15-30. DOI: 10.1016/j.jretai.2008.11.003
Schmitt, B.H. (2010). Experience marketing: concepts, frameworks and consumer insights. Foundations and Trends in Marketing, 5, 55-112. https://doi.org/10.1561/1700000027
Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.A. (2009). Customer experience creation: determinants, dynamics and management strategies. Journal of Retailing, 85, 31-41. https://doi.org/10.1016/j.jretai.2008.11.001
Verhoef, P.C., Kannan, P.K., & Inman, J.J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91, 174-181. https://doi.org/10.1016/j.jretai.2015.02.005
Wattanasriroj, P. (2022). Quality standards of drug stores. https://moombhesaj.com
Zeithaml, V., Berry, L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60, 31-46. http://dx.doi.org/10.2307/1251929