Consumer Satisfaction with OTC Drugs
- 9 March 1998
- journal article
- Published by Taylor & Francis in Health Marketing Quarterly
- Vol. 15 (1) , 103-117
- https://doi.org/10.1300/j026v15n01_07
Abstract
This study explored the determinants of consumer satisfaction with OTC drugs using the confirmation/disconfirmation model. A revised confirmation/disconfirmation model specifically for OTC drugs was proposed and tested using structural equation modeling with a specific product category: cold medications. The results of this study found that the confirmation/disconfirmation of a consumer's expectation and perceived performance of an OTC drug is important in predicting consumer satisfaction. Theoretical and managerial implications for pharmaceutical marketers are discussed.Keywords
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