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HOW TO GENERATE LOYALTY THROUGH SERVICE QUALITY IN PHARMACIES? MEDIATING ROLE OF TRUST

Ahsan Zubair, Faiqa Kiran, Irum Shahzadi, Muhammad A. Hussain Mahmood

Present study was conducted to analyze the influence of service quality on loyalty in pharmacies along with the mediating role of trust. Customers are more conscious about quality of services especially in case of purchasing medicines. Trust is also an important part to enhance the loyalty of customers in pharmacies. For the purpose of data collection non-probability convenient sampling was used. After analysis of data it was found that there was positive and significant impact of service quality on trust as well as loyalty of customers. Furthermore it also found that trust also has a positive relationship with customer loyalty. Further analysis shows that trust plays a role as mediator between the relationship of service quality and loyalty of the customers. Findings of this study will help to policy makers or marketing managers of pharmaceutical chains to understand the importance of service quality which leads to loyalty of customers. Keywords: Service Quality, Loyalty, Trust, Pharmaceutical chains

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