The Effects of Employee Performance, Perceived Value and Trust Factors on Attitudinal and Behavioural Loyalty of Pharmacy Customers

Gültekin Cem Çiftçibaşı; Erkan Özdemir

Makale detayları

The Effects of Employee Performance, Perceived Value and Trust Factors on Attitudinal and Behavioural Loyalty of Pharmacy Customers

Yazarlar:

Gültekin Cem Çiftçibaşı | Erkan Özdemir

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir İktisat Dergisi Vol.38 Issue 2, pp.282-304

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290083

pISSN:

1308-8505

Anahtar kelimeler:

Özet:

 This study aims to reveal the effect of the performance of the employees in pharmacies on the perceived value and trust by the pharmacy customers, and the possible effects of these factors on the customers attitudinal and behavioural loyalty towards pharmacies. The research was carried out in the city centre of Burdur between November 15, 2019, and December 25, 2019. The convenience sampling method was used in the research. Research data were collected by face-to-face survey method. The obtained data were analysed by partial least squares structural equation modeling. As a result of the analysis, it was found that employee performance positively affected the perceived value and trust of pharmacy customers. In addition, perceived value has significant and positive effects on trust, attitudinal loyalty and behavioural loyalty. The trust factor also has a significant and positive effect on pharmacy customers attitudinal and behavioural loyalty. Finally, it was found that attitudinal loyalty also positively affected behavioural loyalty. The research results show that employee performance affects the perceived value and trust of pharmacy customers. For this reason, necessary precautions should be taken, and motivation tools should be used effectively in order for the employees to perform well. In addition, since the perceived value and trust are very effective in the attitudinal and behavioural loyalty of the customers towards the pharmacies, the efforts of the pharmacy staff should be directed towards increasing the perceived value of the customers and establishing trust. The research results contribute to the limited literature on this subject and to the field of pharmacy from a sectoral perspective.

 This study aims to reveal the effect of the performance of the employees in pharmacies on the perceived value and trust by the pharmacy customers, and the possible effects of these factors on the customers attitudinal and behavioural loyalty towards pharmacies. The research was carried out in the city centre of Burdur between November 15, 2019, and December 25, 2019. The convenience sampling method was used in the research. Research data were collected by face-to-face survey method. The obtained data were analysed by partial least squares structural equation modeling. As a result of the analysis, it was found that employee performance positively affected the perceived value and trust of pharmacy customers. In addition, perceived value has significant and positive effects on trust, attitudinal loyalty and behavioural loyalty. The trust factor also has a significant and positive effect on pharmacy customers attitudinal and behavioural loyalty. Finally, it was found that attitudinal loyalty also positively affected behavioural loyalty. The research results show that employee performance affects the perceived value and trust of pharmacy customers. For this reason, necessary precautions should be taken, and motivation tools should be used effectively in order for the employees to perform well. In addition, since the perceived value and trust are very effective in the attitudinal and behavioural loyalty of the customers towards the pharmacies, the efforts of the pharmacy staff should be directed towards increasing the perceived value of the customers and establishing trust. The research results contribute to the limited literature on this subject and to the field of pharmacy from a sectoral perspective.

 This study aims to reveal the effect of the performance of the employees in pharmacies on the perceived value and trust by the pharmacy customers, and the possible effects of these factors on the customers attitudinal and behavioural loyalty towards pharmacies. The research was carried out in the city centre of Burdur between November 15, 2019, and December 25, 2019. The convenience sampling method was used in the research. Research data were collected by face-to-face survey method. The obtained data were analysed by partial least squares structural equation modeling. As a result of the analysis, it was found that employee performance positively affected the perceived value and trust of pharmacy customers. In addition, perceived value has significant and positive effects on trust, attitudinal loyalty and behavioural loyalty. The trust factor also has a significant and positive effect on pharmacy customers attitudinal and behavioural loyalty. Finally, it was found that attitudinal loyalty also positively affected behavioural loyalty. The research results show that employee performance affects the perceived value and trust of pharmacy customers. For this reason, necessary precautions should be taken, and motivation tools should be used effectively in order for the employees to perform well. In addition, since the perceived value and trust are very effective in the attitudinal and behavioural loyalty of the customers towards the pharmacies, the efforts of the pharmacy staff should be directed towards increasing the perceived value of the customers and establishing trust. The research results contribute to the limited literature on this subject and to the field of pharmacy from a sectoral perspective.

 Bu çalışma, eczanelerde çalışanların performansının eczane müşterileri tarafından algılanan değer ve güven üzerindeki etkisini ve bu faktörlerin müşterilerin eczanelere yönelik tutum ve davranışsal sadakati üzerindeki olası etkilerini ortaya koymayı amaçlamaktadır. Araştırma, 15 Kasım ve 25 Aralık 2019 tarihleri arasında Burdur ili merkezinde gerçekleştirilmiştir. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma verileri yüz yüze anket yöntemiyle toplanmıştır. Elde edilen veriler kısmi en küçük kareler yapısal eşitlik modellemesiyle analiz edilmiştir. Analiz sonucunda, çalışan performansının eczane müşterilerinin algıladıkları değer ve güveni üzerinde pozitif etkisinin olduğu bulunmuştur. Ayrıca algılanan değerin güven, tutumsal sadakat ve davranışsal sadakat üzerinde anlamlı ve pozitif etkileri bulunmaktadır. Güven faktörü de eczane müşterilerinin tutumsal sadakat ve davranışsal sadakati üzerinde anlamlı ve pozitif etkiye sahiptir. Son olarak tutumsal sadakatin de davranışsal sadakati pozitif yönde etkilediği bulunmuştur. Araştırma sonuçları çalışan performansının eczane müşterilerinin algıladıkları değer ve eczaneye olan güven üzerinde etkili olduğunu göstermektedir. Bu nedenle çalışanların iyi bir performans göstermesi için gerekli önlemler alınmalı ve motivasyon araçları etkili bir şekilde kullanılmalıdır. Ayrıca algılanan değer ve güven de müşterilerin eczanelere yönelik tutumsal ve davranışsal sadakat üzerinde oldukça etkili olduğundan, eczane çalışanlarının çabaları müşterilerin algıladıkları değeri arttırmaya ve güveni tesis etmeye yönelik olmalıdır. Araştırma sonuçları bu konuda kısıtlı olan literatüre ve sektörel açıdan eczacılık alanına katkı sağlamaktadır.

Makale detayları

The Effects of Employee Performance, Perceived Value and Trust Factors on Attitudinal and Behavioural Loyalty of Pharmacy Customers

Yazarlar:

Gültekin Cem Çiftçibaşı | Erkan Özdemir

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir İktisat Dergisi Vol.38 Issue 2, pp.282-304

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290083

pISSN:

1308-8505

Employee Performance

Perceived Value

Trust

Loyalty

Pharmacy

PharmacyÇalışan performansı

Algılanan Değer

Güven

Sadakat

Eczane

Sayı

Makale detayları

Yazarlar: Gültekin Cem Çiftçibaşı | Erkan Özdemir

Yayıncı: Dokuz Eylul University

Ana Başlıklar: İşletme

Dergi: İzmir İktisat Dergisi Vol.38 Issue 2, pp.282-304

Belge Tipi: Makale

Yayın Tarihi: 5/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001290083

pISSN: 1308-8505

Sayı

Yazarlar:

Gültekin Cem Çiftçibaşı | Erkan Özdemir

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir İktisat Dergisi Vol.38 Issue 2, pp.282-304

Belge Tipi:

Makale

Yayın Tarihi:

5/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001290083

pISSN:

1308-8505