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ABSTRACT:

This study critically examines the influence of QR code integration within the retail pharmacy context on key performance metrics, including service quality, store attributes, waiting time, customer satisfaction, trust, and repurchase intention. Employing partial least squares structural equation modeling (PLS-SEM), this research analyzed data from customers to elucidate the underlying interdependencies of variable and service delivery outcomes. Instrumental to the analysis is the assurance of minimal collinearity, as evidenced by the Inner VIF values consistently falling below the threshold of 3, thereby confirming the reliability of the estimated model. Empirical findings indicate that QR code deployment exerts a statistically significant positive effect on service quality (β = 0.43, p < 0.001), store attributes (β = 0.45, p < 0.01), and waiting time (β = 0.38, p < 0.001), collectively accounting for 52% of the variance in customer satisfaction (R² = 0.520). Moreover, customer satisfaction emerged as a pivotal mediator, robustly influencing trust and repurchase intention, with indirect pathways and direct effects substantiating its role in shaping customer loyalty. Although the variance explained by trust is modest (R² = 0.123), the cascading effect on repurchase intention (R² = 0.332) underscores the systemic importance of a holistic digital integration strategy. This study contributes to the extant literature by delineating the multifaceted impact of digital tools in healthcare service environments and underscores the necessity for comprehensive infrastructural support to fully harness the potential of QR code technology.

KEYWORDS:

QR code integration, pharmacy services, service quality, customer satisfaction, repurchase intention, trust, PLS-SEM, digital healthcare technology

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