How does perceived cost and value influence pharmacy patronage? A scoping review

Purpose: To date, community pharmacy research has largely focused on the impact of service quality elements on patronage behavior. Investigation into the influence of cost and value is limited. The purpose of this study is to explore what is known about customers’ perceptions of cost and value, and how these influence patronage patterns in community pharmacy. Design/methodology/approach: A scoping review framework was used to conduct a systematic search of four databases with the addition of articles sourced from reference lists. The database search was reported using the Preferred Reporting Items for Systematic Reviews and Meta-Analysis: Extension for Scoping Reviews protocol. Studies were analyzed in terms of author name, date of publication, study location, study population, methods and key findings. Findings: The 26 studies retrieved were qualitative or quantitative in nature and included a broad sample population. Both cost and value were found to be key factors influencing pharmacy choice. Pharmacy customers were found to perceive costs in terms of monetary, psychological, emotional and convenience-related sacrifices. Value was either perceived as relating to the worth or utility of a good or service, or in terms of a trade-off relationship between what was received and given up by the consumer. Research limitations/implications: A comprehensive interrogation into the true meaning of “value” to consumers is warranted to improve quantitative measurement instruments. Practical implications: Pharmacies may attempt to influence customer behavior by minimizing unfixed costs to the consumer such as the price of goods and services and time costs. Originality/value: This review highlights the need for academic enquiry into how consumers trade-off perceived costs for service in community pharmacy.