Volume 23, Issue 2 (6-2020)
jha 2020, 23(2): 102-110 |
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Ehsani A. The effect of following the Corona virus health protocols on customer satisfaction and purchasing decision in pharmacies of Arak. jha 2020; 23 (2) :102-110
URL: http://jha.iums.ac.ir/article-1-3295-en.html
URL: http://jha.iums.ac.ir/article-1-3295-en.html
Assistant Professor, Faculty of Law & Economics, Arak university, Arak, Iran. , a-ehsani@araku.ac.ir
Abstract: (7863 Views)
Introduction: The widespread prevalence of COVID-19 disease and its many effects on businesses are important issues nowadays. To stop the transmission of this disease, the community must pay attention to health protocols. The main purpose of this study was to investigate the effect of following these protocols on customer satisfaction and their purchasing decision.
Methods: This research was an analytical-survey type, and its statistical sample was 401 customers who were identified by cluster sampling from pharmacies in the second district of Arak municipality. Structural equation modeling, SPSS version 23, and SMARTPLS3 software were used to perform statistical analysis and test the conceptual model.
Results: The findings showed that all four factors of observance of health protocols upon entry and exit (effect size:0.335), following the protocols on the medicine cabinets (effect size:0.136), disinfection of the reception counter and accountability (effect size:0.204) and observance of social distance (effect size:0.330) had a positive and significant effect on customer satisfaction with the implementation of corona virus health protocols. Customer satisfaction with these items can have a positive effect on the customers’ intention to buy.
Conclusion: It is suggested that healthcare providers and business managers pay more attention to the implementation of social distancing as an important measure in preventing the transmission of corona virus. Managers should also be aware that adhering to health protocols, though mandatory and costly, has a positive effect on customer satisfaction and ultimately affects the customers’ intention to buy in the new business world.
Methods: This research was an analytical-survey type, and its statistical sample was 401 customers who were identified by cluster sampling from pharmacies in the second district of Arak municipality. Structural equation modeling, SPSS version 23, and SMARTPLS3 software were used to perform statistical analysis and test the conceptual model.
Results: The findings showed that all four factors of observance of health protocols upon entry and exit (effect size:0.335), following the protocols on the medicine cabinets (effect size:0.136), disinfection of the reception counter and accountability (effect size:0.204) and observance of social distance (effect size:0.330) had a positive and significant effect on customer satisfaction with the implementation of corona virus health protocols. Customer satisfaction with these items can have a positive effect on the customers’ intention to buy.
Conclusion: It is suggested that healthcare providers and business managers pay more attention to the implementation of social distancing as an important measure in preventing the transmission of corona virus. Managers should also be aware that adhering to health protocols, though mandatory and costly, has a positive effect on customer satisfaction and ultimately affects the customers’ intention to buy in the new business world.
Type of Study: Research |
Subject:
Health Services Management
Received: 2020/07/3 | Accepted: 2020/06/30 | Published: 2020/06/30
Received: 2020/07/3 | Accepted: 2020/06/30 | Published: 2020/06/30
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