Service Quality vs. Advertising in Building Customer Loyalty
Evidence from a Local Pharmacy in Indonesia
DOI:
https://doi.org/10.33062/mjb.v10i01.90Keywords:
Service Quality, advertising, Customer Loyalty, community pharmacy, service marketingAbstract
Customer loyalty remains a pivotal concern in the pharmaceutical retail sector, particularly in developing regions where competition between independent pharmacies and large chains is intensifying. This study investigates the comparative influence of service quality and advertising on customer loyalty, using a local pharmacy in Trenggalek Regency, Indonesia, as a case study. A quantitative method was employed, involving a structured questionnaire completed by 138 respondents. The data were analyzed using multiple linear regression. The results revealed that service quality has a strong and positive influence on customer loyalty, while advertising surprisingly exhibits a significant negative effect. Together, the two variables explained 61.4% of the variance in loyalty, confirming their collective relevance. The findings suggest that while high-quality interpersonal service strengthens customer commitment, misaligned or poorly perceived advertising may undermine it. This study contributes to marketing literature by contextualizing SERVQUAL and Integrated Marketing Communication (IMC) theories within a semi-urban healthcare setting, and highlights the need for service-driven branding strategies in trust-based markets.
References
Abbasi, S., Aghakhani, H., Azizi, S., Peikanpour, M., & Mehralian, G. (2022a). Corporate Social Responsibility and Customer Loyalty During the Covid-19 Pandemic: Evidence From Pharmacy Practice. Social Responsibility Journal, 19(2), 249–263. https://doi.org/10.1108/srj-06-2021-0243
Abbasi, S., Aghakhani, H., Azizi, S., Peikanpour, M., & Mehralian, G. (2022b). Corporate Social Responsibility and Customer Loyalty During the Covid-19 Pandemic: Evidence From Pharmacy Practice. Social Responsibility Journal, 19(2), 249–263. https://doi.org/10.1108/srj-06-2021-0243
Abdullah, M. F., Khan, N. R. M., & Ibrahim, M. A. (2022). Exploring the Influence of SERVQUAL Dimensions of Reliability, Responsiveness and Assurance Towards Consumers Loyalty: The Mediating Effect of Commitment-Trust Relationship Marketing Theory. International Journal of Academic Research in Business and Social Sciences, 12(11). https://doi.org/10.6007/ijarbss/v12-i11/15058
Adebisi, O. S., & Lawal, K. O. (2017). The Impact of Service Quality on Customer Loyalty : A Study of Pharmaceutical Firms. Nigerian Chapter of Arabian Journal of Business and Management Review, 4(2), 1–5. https://doi.org/10.12816/0037551
Agomo, C. O., & Ogunleye, J. (2014). An Investigation of Strategies Enhancing the Public Health Role of Community Pharmacists: A Review of Knowledge and Information. Journal of Pharmaceutical Health Services Research, 5(2), 135–145. https://doi.org/10.1111/jphs.12056
AlSaleh, D., Elliott, M. T., Fu, F. Q., & Thakur, R. (2019). Cross-Cultural Differences in the Adoption of Social Media. Journal of Research in Interactive Marketing, 13(1), 119–140. https://doi.org/10.1108/jrim-10-2017-0092
AlShammari, M., Assiri, G. A., Buraykan, M. b., Almogbel, Y., Arafah, A., Bashatah, A., & AlRuthia, Y. (2020). ≪p>The Impact of Direct-to-Consumer Pharmaceutical Advertising on Public Knowledge of Gastroesophageal Reflux Disease: A Study on Over-the-Counter Proton Pump Inhibitors</P> Patient Preference and Adherence, Volume 14, 635–642. https://doi.org/10.2147/ppa.s245391
Bakti, I., & Sumaedi, S. (2015). P-Transqual: A Service Quality Model of Public Land Transport Services. International Journal of Quality & Reliability Management, 32(6), 534–558. https://doi.org/10.1108/ijqrm-06-2013-0094
Berhanu, N., Birhanu, Z., Mulugeta, T., Gudeta, T., Umeta, B., & Tilahun, G. (2022). Development of Constructs to Measure Client Satisfaction With Pharmacy Services in Resource-Limited Settings. A Multicenter Cross-Sectional Study. Plos One, 17(10), e0275089. https://doi.org/10.1371/journal.pone.0275089
Budianto, A., Bastaman, I. D., & Fauziyah, A. (2019). Modern Market Customer Loyalty: Advertising Promotion Strategies. Jurnal Manajemen, 10(2), 111. https://doi.org/10.32832/jm-uika.v10i2.2416
Budianto, A., Pradani, D. Y., Rachmania, N., Widiantoro, E., Damanik, A. D., & Cahyono, D. (2022). The Relationship Between Service Quality and Customer Satisfaction: A Case Study at Nh Beji Pharmacy. Pharmacy Reports, 2(1), 6. https://doi.org/10.51511/pr.6
Chaplinskyі, Y., & Bozulenko, O. (2021). Advertising Support for Loyalty Implementation. Bulletin of Chernivtsi Institute of Trade and Economics, III(83), 68–79. https://doi.org/10.34025/2310-8185-2021-3.83.05
Chen, C.-C., Hsiao, C., Chang, D., & Lai, W.-C. (2024). The Delivery Model of Perceived Medical Service Quality Based on Donabedian’s Framework. Journal for Healthcare Quality. https://doi.org/10.1097/jhq.0000000000000420
Elrod, J. K., & Fortenberry, J. L. (2018). Catalyzing Marketing Innovation and Competitive Advantage in the Healthcare Industry: The Value of Thinking Like an Outsider. BMC Health Services Research, 18(S3). https://doi.org/10.1186/s12913-018-3682-9
Elrod, J. K., & Fortenberry, J. L. (2020). Reflecting on “Marketing Communications in Health and Medicine: Perspectives From Willis-Knighton Health System”: Understanding the Big Picture. BMC Health Services Research, 20(S1). https://doi.org/10.1186/s12913-020-05607-6
Gregory, P. A., & Austin, Z. (2021). Understanding the Psychology of Trust Between Patients and Their Community Pharmacists. Canadian Pharmacists Journal / Revue Des Pharmaciens Du Canada, 154(2), 120–128. https://doi.org/10.1177/1715163521989760
Guhl, D., Blankart, K., & Stargardt, T. (2018). Service Quality and Perceived Customer Value in Community Pharmacies. Health Services Management Research, 32(1), 36–48. https://doi.org/10.1177/0951484818761730
Ha, H., John, J., Janda, S., & Muthaly, S. (2011). The Effects of Advertising Spending on Brand Loyalty in Services. European Journal of Marketing, 45(4), 673–691. https://doi.org/10.1108/03090561111111389
Hindi, A., Jacobs, S., & Schafheutle, E. (2018). Solidarity or Dissonance? A Systematic Review of Pharmacist And GP Views on Community Pharmacy Services in The UK. Health & Social Care in the Community, 27(3), 565–598. https://doi.org/10.1111/hsc.12618
Hindi, A., Schafheutle, E., & Jacobs, S. (2017). Patient and Public Perspectives of Community Pharmacies in the United Kingdom: A Systematic Review. Health Expectations, 21(2), 409–428. https://doi.org/10.1111/hex.12639
Hindi, A., Schafheutle, E., & Jacobs, S. (2019). Community Pharmacy Integration Within the Primary Care Pathway for People With Long-Term Conditions: A Focus Group Study of Patients’, Pharmacists’ and GPs’ Experiences and Expectations. BMC Family Practice, 20(1). https://doi.org/10.1186/s12875-019-0912-0
Jalees, T., Kazmi, S. H. A., Zaman, S. U., Waseem, S. N., & urRehman, S. (2023). Technology Services Perception and Behavioral Biases of Promotion in Consumer Paradox Towards Generation Z: Evidence From Emerging Market. Journal of Organisational Studies and Innovation, 10(2), 1–18. https://doi.org/10.51659/josi.22.170
Kaura, V., Prasad, Ch. S. D., & Sharma, S. (2015). Service Quality, Service Convenience, Price and Fairness, Customer Loyalty, and the Mediating Role of Customer Satisfaction. The International Journal of Bank Marketing, 33(4), 404–422. https://doi.org/10.1108/ijbm-04-2014-0048
KC, B., Lim, D., Low, C. C., Chew, C., Blebil, A. Q., Dujaili, J. A., & Alrasheedy, A. A. (2020). Positioning and Utilization of Information and Communication Technology in Community Pharmacies of Selangor, Malaysia: Cross-Sectional Study. Jmir Medical Informatics, 8(7), e17982. https://doi.org/10.2196/17982
Kevrekidis, D. P., Mináriková, D., Markos, A., Malovecká, I., & Minárik, P. (2018). Community Pharmacy Customer Segmentation Based on Factors Influencing Their Selection of Pharmacy and Over-the-Counter Medicines. Saudi Pharmaceutical Journal, 26(1), 33–43. https://doi.org/10.1016/j.jsps.2017.11.002
Khalid, A., Ali, S., & Qamar, A. (2020a). The Relationship Between Media Advertising and Attitudinal Changes During COVID-19. https://doi.org/10.21203/rs.3.rs-77596/v1
Khalid, A., Ali, S., & Qamar, A. (2020b). The Relationship Between Media Advertising and Attitudinal Changes During COVID-19. https://doi.org/10.21203/rs.3.rs-77596/v1
Khan, S. A., Fatima, Q.-U.-A., Ansari, K., Ahmad, M., Mirbahar, A. M., & Safdar, S. (2022). Advertising Mental Healthcare Through Metaverse: Consequential Effects on Stigmatizing Beliefs, Psychological Safety, and Mental Health Literacy. PJMHS, 16(12), 268–271. https://doi.org/10.53350/pjmhs20221612268
Kim, C.-E., Shin, J., J, L., Lee, Y. J., Kim, M., Choi, A., Park, K. B., Lee, H.-J., & Ha, I. (2017). Quality of Medical Service, Patient Satisfaction and Loyalty With a Focus on Interpersonal-Based Medical Service Encounters and Treatment Effectiveness: A Cross-Sectional Multicenter Study of Complementary and Alternative Medicine (CAM) Hospitals. BMC Complementary and Alternative Medicine, 17(1). https://doi.org/10.1186/s12906-017-1691-6
Kim, M., Vogt, C. A., & Knutson, B. J. (2013). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry. Journal of Hospitality & Tourism Research, 39(2), 170–197. https://doi.org/10.1177/1096348012471376
Kitapçı, O., Akdogan, C., & Dörtyol, İ. T. (2014). The Impact of Service Quality Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth Communication in the Public Healthcare Industry. Procedia - Social and Behavioral Sciences, 148, 161–169. https://doi.org/10.1016/j.sbspro.2014.07.030
Kureu, N. F. C., Sangkide, C. E. F., & Kawani, F. B. (2024). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Di Apotek Sumber Sehat Tentena. IDe, 2(1), 11–18. https://doi.org/10.61254/idejournal.v2i1.30
Mohamad, N. (2020). Understanding the Influence of Media Richness in Developing Customer Trust, Commitment and Loyalty. Journal of Business and Social Development, 8(2). https://doi.org/10.46754/jbsd.2020.09.003
Nikbin, D., Iranmanesh, M., Ghobakhloo, M., & Foroughi, B. (2021). Marketing Mix Strategies During and After COVID-19 Pandemic and Recession: A Systematic Review. Asia-Pacific Journal of Business Administration, 14(4), 405–420. https://doi.org/10.1108/apjba-06-2021-0243
Nikolova, V., Dyankova, R., & Petkova, H. (2017). Factors of Customer Loyalty in Pharmacy Retail: A Case From Bulgaria. Scripta Scientifica Vox Studentium, 1(1), 28. https://doi.org/10.14748/ssvs.v1i1.4108
Nurchaini, D. S., Nainggolan, S., & Saputra, A. (2023). Analysis of the Influence of Internal and External Factors on Consumer Behavior of Fresh Vegetables in the Modern Market in Jambi City. GSC Advanced Research and Reviews, 15(2), 124–132. https://doi.org/10.30574/gscarr.2023.15.2.0147
Nurlibna, A. T., Izdiharjati, C., Arnanda, M. G., Aras, M., & Mani, L. (2024). Analysis of the Influence of Advertising Creativity, Product Campaigns, and Brand Ambassador Credibility on Customer Loyalty for the Wearing Klamby Brand. Journal of Economics and Business Ubs, 13(2), 438–450. https://doi.org/10.52644/joeb.v13i2.1533
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991a). Perceived Service Quality as a Customer‐based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 30(3), 335–364. https://doi.org/10.1002/hrm.3930300304
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991b). Perceived Service Quality as a Customer‐based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model. Human Resource Management, 30(3), 335–364. https://doi.org/10.1002/hrm.3930300304
Parker, T., Tak, C., Kim, K., Feehan, M., & Munger, M. A. (2019). Consumer Awareness and Utilization of Clinical Services, and Their Satisfaction and Loyalty With Community Pharmacies: Analysis of a US Nationwide Survey. Journal of the American College of Clinical Pharmacy, 2(4), 335–342. https://doi.org/10.1002/jac5.1137
Pebrianti, W., Tanwira, W., & Ahmadi, A. (2021). Online Relationship Marketing and Customer Loyalty Based on Signalling Theory. Gatr Journal of Management and Marketing Review, 6(1), 86–93. https://doi.org/10.35609/jmmr.2021.6.1(9)
Perepelkin, J., & Zhang, D. D. (2011). Brand Personality and Customer Trust in Community Pharmacies. International Journal of Pharmaceutical and Healthcare Marketing, 5(3), 175–193. https://doi.org/10.1108/17506121111172194
Pribadi, P., Satibi, S., Kristina, S. A., & Syahlani, S. P. (2021). Building Patient Loyalty in Pharmacy Service: A Comprehensive Model. Indonesian Journal of Pharmacy, 241–250. https://doi.org/10.22146/ijp.1326
Prodan, M. P., Cerović, M., & Ivančić, I. (2022). Utjecaj Marketinga Odnosa Na Zadovoljstvo I Lojalnost Klijenata U Luksuznim Hotelima. Ekonomska Misao I Praksa, 31(1), 189–210. https://doi.org/10.17818/emip/2022/1.9
Rangi, P., Marra, C. A., Scahill, S., & Anwar, M. (2023). Impact of Promotional Videos on Public Perception of Pharmacy Services. Journal of Pharmacy Practice, 37(3), 712–721. https://doi.org/10.1177/08971900231177201
Samen, A. A. A., Akroush, M. N., & Abu‐Lail, B. N. (2013). Mobile SERVQUAL. International Journal of Quality & Reliability Management, 30(4), 403–425. https://doi.org/10.1108/02656711311308394
Shi, Y. (2023). Consumer Behavior and Cultural Factors in Social Media: A Cross-Cultural Comparative Study. Advances in Economics Management and Political Sciences, 63(1), 271–277. https://doi.org/10.54254/2754-1169/63/20231435
Šíma, J., & Ruda, T. (2019). Using the SERVQUAL Model in Prediction of Customer Satisfaction in Czech Fitness Centres. Management Studies, 7(1). https://doi.org/10.17265/2328-2185/2019.01.004
Tandiono, J., & Agus, A. A. (2023). Analysis of Factors That Influence the Customer Loyalty in Modern Pharmacy Retail in Indonesia. Jurnal Samudra Ekonomi Dan Bisnis, 15(1), 117–129. https://doi.org/10.33059/jseb.v15i1.8036
Watson, M., Silver, K., & Watkins, R. (2019). How Does the Public Conceptualise the Quality of Care and Its Measurement in Community Pharmacies in the UK: A Qualitative Interview Study. BMJ Open, 9(3), e027198. https://doi.org/10.1136/bmjopen-2018-027198
Watson, M., Silver, K., & Watkins, R. (2020). “What Counts Can’t Always Be Measured”: A Qualitative Exploration of General Practitioners’ Conceptualisation of Quality for Community Pharmacy Services. BMC Family Practice, 21(1). https://doi.org/10.1186/s12875-020-01319-2
Wihasto, H. (2019). DETERMINAN NILAI PELANGGAN &Amp; IMPLIKASINYA TERHADAP LOYALITAS KONSUMEN DI BANK SYARIAH WILAYAH DKI JAKARTA. Journal Competency of Business, 3(2), 144–165. https://doi.org/10.47200/jcob.v3i2.675
Wilson, S., Tolley, C., Ardle, R. M., Lawson, L., Beswick, E., Hassan, N., Slight, R., & Slight, S. P. (2024). Recommendations to Advance Digital Health Equity: A Systematic Review of Qualitative Studies. NPJ Digital Medicine, 7(1). https://doi.org/10.1038/s41746-024-01177-7
Wood, K. D., Offenberger, M., Mehta, B. H., & Rodis, J. L. (2011). Community Pharmacy Marketing: Strategies for Success. Innovations in Pharmacy, 2(3). https://doi.org/10.24926/iip.v2i3.231
Xie, G., Zhang, C., Fang, Q., Tang, X., & Zhang, Y. (2023). Innovation, Advertising, Personal Selling, and Sustainability in the Industries Massively Benefited From Major Public Health Emergencies: Paradoxical Evidence From China. Frontiers in Public Health, 11. https://doi.org/10.3389/fpubh.2023.1186026
Zeqiri, Dr. Sc. J. (2017). The Impact of Ethno Marketing Activities on Consumer Buying Behavior in the Balkans: the Case of Kosovo. Iliria International Review, 6(2). https://doi.org/10.21113/iir.v6i2.269
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Heri Susanto, Wahyu Dede Gustiawan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
