Consumer satisfaction with OTC drugs: an analysis using the confirmation/disconfirmation model.
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.
Ho
F N
FN
San Francisco State University, CA 94132, USA.
Mursch
J D
JD
Ong
B S
BS
Perttula
B
B
D000328:Adult; D000329:Advertising; D002755:Choice Behavior; D003139:Common Cold / Q000188:drug therapy*; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D004345:Drug Industry; D005260:Female; D006801:Humans; D008297:Male; D008960:Models, Psychological; D004366:Nonprescription Drugs / Q000592:standards*; D012307:Risk Factors; D012651:Self Medication; D016896:Treatment Outcome; D014481:United States