Enhancing Customer Outcomes in Retail Pharmacy: The Effect of QR Code Implementation Assessed Through Service Quality Theory and Multiple Regression Analysis

This study examines the effects of QR code implementation in retail pharmacy settings, focusing on how digital innovation influences customer satisfaction, trust, and repurchase intention through the lens of service quality theory. Two primary research questions guide the analysis: identifying the factors that affect customer outcomes before and after QR code adoption, and assessing how the relationships between service quality dimensions—service quality, waiting time, and store attributes—and customer outcomes evolve following implementation. Using multiple regression analysis, the study finds that all predictors significantly impact customer satisfaction, trust, and repurchase intention in both pre- and post-implementation phases, with service quality showing a notable increase in influence after QR code integration (unstandardized coefficient rising from 0.22 to 0.37 and standardized coefficient from 0.23 to 0.38). Store attributes remain a strong determinant of positive customer experiences, while waiting time continues to have a moderate negative effect. The explanatory power of the models improves post-implementation, as indicated by an increase in satisfaction R² from 0.54 to 0.56. These results underscore the value of QR code technology in enhancing service quality and customer outcomes in retail pharmacy, supporting the integration of digital solutions to improve service delivery and customer experience.