Consumer Satisfaction with OTC Drugs

Foo Nin Ho · Jeanne D. Mursch · Beng Soo Ong · Bill Peittula

19 citations0/0 files storedHealth Marketing Quarterly

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior

Abstract

This study explored the determinants of consumer satisfaction with OTC drugs using the confirmation/disconfirmation model. A revised confirmation/disconfirmation model specifically for OTC drugs was proposed and tested using structural equation modeling with a specific product category: cold medications. The results of this study found that the confirmation/disconfirmation of a consumer's expectation and perceived performance of an OTC drug is important in predicting consumer satisfaction. Theoretical and managerial implications for pharmaceutical marketers are discussed.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 2025Advances in Consumer Research 1989LISREL 7 : a guide to the program and applications 1993Cognitive, Affective, and Attribute Bases of the Satisfaction Response 1982An Investigation into the Determinants of Customer Satisfaction 1992Advances in Consumer Research

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