Impact of service quality and perceived value on post-purchase intention with mediation of customer satisfaction (Case Study: Pharmacies in Tehran, Iran)

Abstract

Service quality is known as a competitive advantage and impacts on customer satisfaction directly because of competitive markets and lack of product differentiation. Knowing the mental image of organization by customers, reveals the strengths and weakness points of organization, adopt strategies and enhance performances. The purpose of this article is investigating the impact of service quality and perceived value on post-purchase intention with mediation of customer satisfaction. For this purpose, two questionnaires were designed according to the SERVQUAL model and effective factors of research variables. These two questionnaires were collected from 384 customers of pharmacies in Tehran city and analysed by structural equation modelling, LISREL software and SPSS software. The results show that service quality and perceived value affect post-purchase intention. Customer satisfaction affects post-purchase intention as a mediator. The share of customer satisfaction is more than the two other variables and the share of service quality is less than perceived value.