SERVQUAL Model with Interrelated Dimensions. The Case of The Pharmacy in Mexico.

Abstract

This research is focused on understanding the interrelation between the different dimen- sions of the SERVQUAL model in the pharmaceutical area, which have differences in per- ceptions of service domains depending on the cultures in which they are immersed. To study the proposed relationships, we collect data of 100 pharmacy customers of Mex- ico and use SEM to test the relationship between SERVQUAL dimensions, purchase fre- quency, gender, and quality perception. Our results show that the SERVQUAL dimensions are interrelated, SERVQUAL dimen- sions and gender predict the perception of quality but not the purchase frequency. These results provide key information in order to understand in a better way the service quality in the pharmaceutical area. We develop a theoretical framework that is based on interrelationships between the dif- ferent dimensions of SERVQUAL, assuming that they are not independent of each other. This way of understanding SERVQUAL dimensions can provide relevant information to un- derstand better how individual perceptions affect the service quality in the pharmaceutical area.