Determinants of the Customer Satisfaction towards E-Pharmacy in Pakistan: A Mediating Role of Service Quality and Trust on Platform

Abstract

This study examines the determinants of customer satisfaction and trust on platform-based services by integrating perceived benefits, perceived security, perceived privacy, and perceived issues within the SERVQUAL framework. Data were collected from 594 individuals aged 18 years and above across urban and rural areas of Pakistan using a structured five-point Likert scale questionnaire and convenience sampling. PLS-SEM was employed to test direct and mediating relationships. Results indicate that perceived benefits and privacy positively influence service quality, while perceived issues negatively affect it, and perceived security shows no significant effect. Service quality enhances satisfaction but negatively affects trust, while trust positively impacts satisfaction. Mediation analyses reveal complex pathways through which service quality and trust shape satisfaction, providing theoretical and practical insights for platform-based services. These findings offer actionable guidance for platform managers to enhance service design, strengthen privacy measures, manage operational issues effectively, and build trust, ultimately improving customer satisfaction and long-term engagement.