By invoking social cognition theory, this study examines customer competencies that influence service quality perceptions and adherence. Specifically, the study investigates the role of self-efficacy (SE) and emotional intelligence (EI) on perceived quality and adherence. SE and EI are proposed to moderate the relative strength of the relationship between perceived technical and functional quality and adherence. These variables are also proposed to directly influence adherence behavior. Qualitative data were obtained from in-depth interviews with 20 customers on a pharmacy meal replacement program (the “Tony Ferguson Weightloss Program”). Participants were purposely recruited from different urban and regional areas in Australia. The findings suggest that SE and EI moderate the relative strength of quality perceptions. The results also support a direct link between these sociocognitive variables and adherence. By tailoring service delivery interventions to customers displaying different sociocognitive profiles, health organizations could benefit from increased perceptions of quality that could positively influence adherence behavior.
- emotional intelligence
- service quality