Assessing the Effects of Customer Service on Customer Retention in Selected Community Pharmacies in Kumasi

Amanda Baidoo Isaac Tandoh Norshie Israel Charles Nii Ayiku AYIKU
Abstract
The main purpose of this study was to assess the effects of customer services on customer retention among some selected community pharmacies in Kumasi. A structured questionnaire was distributed to customers who visited these selected pharmacies. Two hundred (200) participants were targeted. Factors that affect customer retention were categorized into two main groups, i.e., service quality (reliability, responsiveness assurance, and empathy) and customer satisfaction and loyalty. Respondents’ variables such as gender, age, education, and employment status were analyzed. Correlation and multiple regression analysis were used to measure the association between service quality and customer satisfaction and customer loyalty. There was an indication of the results that there posited that there existed a strong association between service quality and customer satisfaction and loyalty. The researcher then recommended that to retain customers, pharmacy attendants, including service providers should focus more on the variables or dimensions of service quality such as reliability, responsiveness, assurance, and empathy.
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This work is licensed under a Creative Commons Attribution 4.0 License.

ISSN(Online): 2766-6778

Frequency: Quarterly

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