Uncertainty and Motivation to Seek Information from Pharmacy Automated Communications.

Michelle Bones,Martin Nunlee

doi:10.3390/pharmacy6020047

Abstract

Pharmacy personnel often answer telephones to respond to pharmacy customers (subjects) who received messages from automated systems. This research examines the communication process in terms of how users interact and engage with pharmacies after receiving automated messages. No study has directly addressed automated telephone calls and subjects’ interactions. The purpose of this study is to test the interpersonal communication (IC) process of uncertainty in subjects in receipt of automated telephone calls ATCs from pharmacies. Subjects completed a survey of validated scales for Satisfaction (S); Relevance (R); Quality (Q); Need for Cognitive Closure (NFC). Relationships between S, R, Q, NFC, and subject preference to ATCs were analyzed to determine whether subjects contacting pharmacies display information seeking behavior. Results demonstrated that seeking information occurs if subjects: are dissatisfied with the content of the ATC; perceive that the Q of ATC is high and like receiving the ATC, or have a high NFC and do not like receiving ATCs. Other interactions presented complexities amongst uncertainty and tolerance of NFC within the IC process.

Highlights

Automated messaging is a major form of patient communication for community pharmacies.Voicemails, text messages or emails serve to notify patients
How many times have personnel in pharmacies had to respond to customers who have called concerning communications from automated systems? Automated messages— automated telephone messages dates back to 1924 [1]
The purpose of this study is to examine the communication behaviors between pharmacy customers in receipt of automated telephone calls

Summary

Introduction

Automated messaging is a major form of patient communication for community pharmacies. Voicemails, text messages or emails serve to notify patients. These forms of communication are by their nature unidirectional, from the pharmacy to the patient. For there to be bidirectional communication, the patient must contact the pharmacy—usually this contact is by telephone. How many times have personnel in pharmacies had to respond to customers who have called concerning communications from automated systems? Automated messages— automated telephone messages dates back to 1924 [1]. The sentiments of the intent of the sender’s message, “ . The sentiments of the intent of the sender’s message, “ . . . was believed

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Discussion

Conclusion