Nonverbal communication of pharmacists during counseling leading to patient satisfaction: evidence from Iranian retail market

The purpose of this study was to investigate the impact of nonverbal communication of community pharmacists on patients’ satisfaction throughout the counseling process. Eight dimensions of nonverbal communication have been taken into account: vocalics, kinesics, proxemics, haptics, oculesics, olfactics, chronemics, and atmospherics. To gather data relevant to the aim of this study, a survey was conducted among the pharmacies in the city of Tehran (Iran). A questionnaire was offered to patients waiting to receive their medicine asking them about the nonverbal communication of the pharmacists and the degree of their satisfaction of service encounters. Proposed hypotheses were tested with a structural equation modeling approach using the Smart PLS software package. The results strongly support the theoretical model and suggest that there is a significant correlation between all components of nonverbal communication (excluding proxemics and haptics) and consumers’ satisfaction. The originality of this article is that it is the first empirical research to evaluate all aspects of the nonverbal cues of pharmacists and their effects on patient satisfaction. Considering the relatively high growth rate of the Iran retail market, this study has profound implications for academia and the practice of pharmacy.