Patient-Centric Pharmacy Governance through AI Integration from SERVQUAL: A Conceptual Approach

This conceptual paper explores a patient-centric governance model for pharmacy services that integrates artificial intelligence (AI) capabilities with the SERVQUAL service quality framework.SERVQUAL's five dimensions, reliability, responsiveness, assurance, empathy, and tangibles, are adapted to evaluate how AI can strengthen pharmacy services when supported by strong governance.The study situates the problem in a global, ASEAN, and Malaysian context, highlighting persistent challenges in medication safety, uneven access to pharmacy services, and the rapid digitalisation of health systems.The proposed conceptual framework links AI functions to SERVQUAL dimensions under pharmacy governance, aiming to advance patient satisfaction while ensuring patient trust and safety.