Shaping the Relationship between Customer Awareness and Customer Trust, An Applied Study on Over-the-Counter Products. Dose Customer Education Matter?

Abstract

The study aims to know and examine the formation of the relationship between customer awareness and trust. An applied study on over-the-counter medications. Is customer education important, there was a lack of awareness of the ingredients in over-the-counter products and the belief of many providers that these products are ineffective and unsafe may create confusion in diagnosis and may interfere with treatment? Therefore, the importance of this study stems from the fact that much of the research in the field of pharmacology is based on research and development, and a few of this research has been directed to the consumer, especially in the field of over-the-counter medications. The study sample was (397) of customers who who purchase over-the-counter products in Saudia Arabia.The data were analyzed through the PLS-SEM structural equation modeling approach.The results showed that there is a significant relationship between customer awareness and trust. Moreover, the results showed that the level of customer education played a significant moderating role in improving the relationship between customer awareness and trust in their choice of over-thecounter products.