Cross-cultural examination of the relationship of service quality perceived value, customer satisfaction and Loyalty in the Drug Store in Bangkok, Thailand

Abstract

The cross-cultural customer experience and the service environment were two of the most important aspects of retailing that should be prioritized, particularly in pharmacy shops. This research investigated the retail experience at the pharmacy store from the perspectives of people from a variety of diverse backgrounds and different geographical locations. The interview was planned and performed by the researcher using a semi-structured format. Participants were recruited from a variety of community-based pharmaceutical shop during the pandemic in the Bangkok areas. The researcher applied convenience sample with the assistance of the owner of the pharmaceutical shop. The analysis of the data was transcribed verbatim and analyzed for key themes via manual inductive coding and constant comparison. The research participants shared their personal experiences with purchasing drugs and associated items during the pandemic. They were also exposed to the store's atmosphere and sanitary environment. Misappropriation of retail space might be caused by dissatisfaction with the shopping experience. A variety of behavioral strategies that improved the retail experience, such as creating a dedicated section in the shop for relevant items or updating the in-store environment, may help improve the retail experience for customers. The authors provided suggestions for how retailers might use their newly acquired knowledge about consumer behavior. Each of these themes also offered the possibility of further investigation in the future.