Explaining Patient Satisfaction/Dissatisfaction in High Blood Pressure Prescription Drug Market: An Application of Equity Theory and Disconfirmation Paradigm

Abstract

The major purpose of this study was to develop and test a conceptual framework in the pharmaceutical industry to measure, understand and explain the post-purchase satisfaction and post-exchange actions (PEA) of elderly (over 55 years) patients who on high blood pressure (HBP) medications. Based on responses to a survey instrument obtained through interviews of 367 elderly HBP patients in Ohio and Florida, it was found that while the respondents reported a high level of satisfaction with every aspect of HBP drug therapy, they also expressed concerns about the costs of the drug therapy and other issues that directly affect their budget. The path analysis results of the model testing indicated that both the disconfirmation theory and equity theory seem to operate concurrently in explaining the variation in satisfaction with the HBP drug therapy.