Abstract
Brands with a high level of awareness, credibility, quality and loyalty provide a platform for strengthening customers` favourable word-of-mouth, which may contribute to increasing market share in a competitive environment. However, there is few or no research on the effect of awareness, credibility and quality on word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. Consequently, this research aims to evaluate the effect of awareness, credibility and quality on word-of-mouth via the impact of the dimensions of loyalty in the traditional medicine market. Survey questionnaires were administered to 265 customers chosen from the traditional medicine market through a systematic sampling strategy. The data collected were statistically analyzed using structural equation modelling through SPSS Amos 20. The study revealed that awareness, credibility and quality positively influence word-of-mouth through the impact of behavioural loyalty. The research further found that awareness and credibility significantly influence positive word-of-mouth through the impact of attitudinal loyalty in the traditional medicine market. Therefore, this paper extends the prior studies by exhibiting the potential role of brand awareness, credibility and quality in strengthening word-of-mouth through the impact of attitudinal loyalty and behavioural loyalty, particularly in the traditional medicine market. This paper also advances managers` knowledge about creating and exploiting brand awareness, credibility, perceived quality, attitudinal loyalty and behavioural loyalty to increase positive word-of-mouth in the traditional medicine market
Highlights
Long before the advent of conventional medicines, herbal medicines were used to treat various diseases in different cultures across the world
The analytical methods used to test the hypotheses were descriptive statistics, exploratory factor analysis (EFA) and covariance-based structural equation modelling (C-SEM) via software known as SPSS Amos 20
Exploratory Factor Analysis: The EFA was performed to determine whether the indicators developed to measure awareness, quality, credibility, WOM, behavioural loyalty and attitudinal loyalty load on their stated constructs. 22 indicators were used to carry out the EFA through the principal axis factoring method by using the oblimin rotation procedure
Summary
Long before the advent of conventional medicines, herbal medicines were used to treat various diseases in different cultures across the world. In the last few decades, herbal medicines’ contribution to health care delivery has garnered much attention due to their increasing use to complement allopathic drugs across the globe. While more than two-thirds of developing countriespopulation still depends on herbal medicinal products to meet their health needs (WHO, 2011). According to UNDP (2007), roughly 80% of Ghanaians use herbal medicines for combating diseases. Herbal medicinal products are purchased to treat minor sicknesses, manage chronic diseases, and maintain health fitness (Naresh & Reddy, 2016). To respond to the ever-increasing demand for herbal medicines in Ghana, traditional medicine (TM) practitioners have adopted various product and process innovations
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