Building patient loyalty in pharmacy service: A comprehensive model

The function of pharmaceutical services has been broadened to become patient-centered care that emphasize building relationships between patients and service providers. Furthermore, loyalty indicate a powerful and positive connection between customers and service provider. This study aims to examine the mechanism of pharmacy services, patient emotions, satisfaction, and trust in influencing patient's loyalty. A cross-sectional survey was conducted in the outpatient department (OPD) from six referral hospitals. The purposive sampling method was used in this study, with inclusion criteria: Patients over 17 years old, volunteered to be a respondent, as well as using pharmacy service experience at least three times. A total 300 usable responses were obtained. Self-administered questionnaire method was utilized. The partial least square-structural equation modeling (PLS-SEM) approach was performed for data analysis. The results showed that pharmacy service has a significant effect on emotions, satisfaction, and trust (p<0.05). Patient satisfaction has a positive effect on trust and loyalty (p<0.05). While trust has a significant influence on patient loyalty (p<0.05). Positive emotions has a positive effect on patient loyalty. Furthermore, positive emotions, satisfaction, and trust has a fully mediating role. The association between pharmacy service and trust is partially mediated by satisfaction. Trust has a partial mediating effect on the relationship between satisfaction and patient loyalty. In addition, pharmacy services has an indirect effect on patient loyalty. Pharmacists have a professional and ethical obligation to assess the patient's requirements and condition holistically, taking into account emotional, psychological, social, and biological factors. Pharmacists can employ practical ways to promote patient-centered communication, engage patients in their treatment, and foster the formation of a pharmacist-patient relationship based on mutual respect, this leads to a common knowledge of all the issues, goals, and challenges to therapy management. © 2020 The Author(S).