Abstract
This study investigates the factors that influence the total service outcomes such as perception quality, customer satisfaction and behavioral intention, and also investigates the structure of these factors and outcomes. Specially, we research the influence of supplementary service factors such as the environmental element as compared to that of core service factors. We developed a unique questionnaire form and surveyed the patients who visited four stores of a pharmacy chain in a particular city. We identify five dimensions of service factors such as “Technology,” “Relationship,” “Environment,” “Management,” and “Encounter.” In our analysis using the Structure Equation Model, the standardized stores are shown to be different from those with the waiting room to which the huge money is invested, in the level of influence of the “Environment.” In this study, we find that the supplementary factors have more influence on the total service outcomes than the core factors due to information asymmetry.
