Development of a questionnaire to measure consumers’ perceptions of service quality in community pharmacies

Abstract

Background: Recent changes within community pharmacy have seen a shift towards some pharmacies providing “value‐added” services. However, providing high levels of service is resource intensive yet revenues from dispensing are declining. Of significance therefore, is how consumers perceive service quality (SQ). However, at present there are no validated and reliable instruments to measure consumers perceptions of SQ in Australian community pharmacies. Objectives: The aim of this study was to build a theory‐grounded model of service quality (SQ) in community pharmacies and to create a valid survey instrument to measure consumers perceptions of service quality. Methods: Stage 1 dealt with item generation using theory, prior research and qualitative interviews with pharmacy consumers. Selected items were then subjected to content validity and face validity. Stages 2 and 3 included psychometric testing among English‐speaking adult consumers of Australian pharmacies. Exploratory factor analysis was used for item reduction and to explain the domains of SQ. Results: In stage 1, item generation for SQ initially generated 113 items which were then refined, through content and face validity, down to 61 items. In stage 2, after subjecting the questionnaire to psychometric testing on the data from the first pharmacy (n = 374), the use of the primary dimensions of SQ was abandoned leaving 32 items representing 5 domains of SQ. In stage 3, the questionnaire was subject to further testing and item reduction in 3 other pharmacies (n = 320). SQ was best described using 23 items representing 6 domains: ‘health and medicines advice’, ‘relationship quality’, ‘technical quality’, ‘environmental quality’, ‘non‐prescription service’, and ‘health outcomes’. Conclusion: This research presents a theoretically‐grounded and robust measurement scale developed for consumer perceptions of SQ in a community pharmacy.