Evaluating e-Service Quality of Indian Online Pharmacies

The emergence of e-pharmacies has revolutionized the global healthcare landscape, particularly since the COVID-19 pandemic in 2020. In India, online pharmacies have witnessed significant growth due to their convenience, accessibility, and ability to meet consumer demands. Customers today expect more than just access to medicines—they demand user-friendly platforms, prompt and reliable delivery, robust data and payment security, efficient customer service, and competitive pricing. Meeting these expectations is critical for e-pharmacies to enhance customer experience, establish market leadership, and foster repurchasing intentions. This study evaluates the e-service quality of Indian online pharmacies by employing a hierarchical model of e-service quality, focusing on six key dimensions: website/application design, customer service, security and privacy, fulfillment, costeffectiveness, and overall service quality. To gather meaningful insights, the study will utilize a survey methodology, targeting a sample size of 55 consumers from Madhya Pradesh specifically from Indore. The participants will be selected to represent a diverse range of demographics and experiences with e-pharmacies. The survey will capture detailed consumer feedback on their expectations and perceptions of service quality, offering a comprehensive data set for identifying and comparing gaps across leading online pharmacy platforms. The findings will provide actionable insights into addressing critical service delivery gaps and enhancing the performance of epharmacies. By aligning consumer expectations with service offerings, this study aims to contribute to the understanding of eservice quality in the Indian online pharmacy sector and offer a robust framework for improving customer satisfaction in an increasingly competitive digital healthcare market.