Abstract
Brands with stronger image, credibility, and greater customer satisfaction engender favourable behavioural intentions, which serves as an essential competitive weapon in a market. The impact of brand image, credibility, and satisfaction on behavioural intentions are well-documented in the literature. There is, however, little or no research on the influence of credibility and image on behavioural intentions through the intervening role of satisfaction in the traditional medicine market. As a result, the research aimed to assess the intervening role of customer satisfaction in the effect of brand image and credibility on behavioural intentions in the traditional medicine market. Data were distributed to a sample of 265 customers via a systematic sampling strategy. The hypotheses formulated were tested by using covariance-based structural equation modelling. The research confirmed that satisfaction perfectly mediated the effect of credibility on customers’ behavioural intentions in the traditional medicine market. However, no mediational relationship between the brand image and behavioural intentions was established. Consequently, this study contributes to the brand theory by displaying the mediated role of customer satisfaction in the impact of brand credibility on the customers’ behavioural intentions, particularly in the traditional medicine market. As an emerging industry, this paper also advances the practitioners’ knowledge about how to build and manage credibility, satisfaction, and image to strengthen the customers’ behavioural intentions in the traditional medicine market.
Highlights
The significance of plant medicines in health care delivery has attracted much attention across the globe in the last few decades
The main objective of the research was to analyze the influence of credibility, image, and satisfaction on customersbehavioral intentions in the traditional medicine (TM) market in Cape Coast
The research confirmed that brand credibility and image are essential sources of customer satisfaction in the TM market
Summary
The significance of plant medicines in health care delivery has attracted much attention across the globe in the last few decades. To meet the growing demand for plant medicinal products in the Cape Coast metropolis, the herbal medicine manufacturers, those operating on a relatively large scale, have adopted various product and process innovations. The product innovations involved the production of assorted products like pills, tablets, capsules, creams in tubes and mixtures bottled to increase their lifespan while adopting modern marketing practices for distribution. While the process innovations have led to the adoption of diverse modern manufacturing equipment such as tube-filling for packaging creams, machines for bottling liquid preparations with complete seals, semi-automated capsule-filling machines for capsules, and labelling machines (Essegbey, Awuni, Essegbey, Akuffobea & Mica, 2014)
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