Abstract

Abstract This research is focused on understanding the interrelation between the different dimen sions of the SERVQUAL model in the pharmaceutical area, which have differences in per ceptions of service domains depending on the cultures in which they are immersed. To study the proposed relationships, we collect data of 100 pharmacy customers of Mexico and use SEM to test the relationship between SERVQUAL dimensions, purchase frequency, gender, and quality perception. Our results show that the SERVQUAL dimensions are interrelated, SERVQUAL dimen sions and gender predict the perception of quality but not the purchase frequency. These results provide key information in order to understand in a better way the service quality in the pharmaceutical area. We develop a theoretical framework that is based on interrelationships between the dif ferent dimensions of SERVQUAL, assuming that they are not independent of each other. This way of understanding SERVQUAL dimensions can provide relevant information to un derstand better how individual perceptions affect the service quality in the pharmaceutical area.