title: Consumer satisfaction with OTC drugs: an analysis using the confirmation/disconfirmation model.
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.
authors.affiliation: San Francisco State University, CA 94132, USA.
authors.forename: F N
authors.initials: FN
authors.lastname: Ho
authors.forename: J D
authors.initials: JD
authors.lastname: Mursch
authors.forename: B S
authors.initials: BS
authors.lastname: Ong
authors.forename: B
authors.initials: B
authors.lastname: Perttula
mesh_terms: 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