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Pharmacy 2018, 6(2), 47; https://doi.org/10.3390/pharmacy6020047

Uncertainty and Motivation to Seek Information from Pharmacy Automated Communications

1
Department of Veterans Affairs, Voluntary Service, 1601 Kirkwood Highway, Wilmington, DE 19805 USA
2
Department of Business Administration, College of Business, Delaware State University, 1200 North Dupont Highway, Dover, DE 19901-2277, USA
*
Author to whom correspondence should be addressed.
Received: 12 April 2018 / Revised: 22 May 2018 / Accepted: 23 May 2018 / Published: 28 May 2018
(This article belongs to the Special Issue Communication in Pharmacy Practice)
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Abstract

Pharmacy personnel often answer telephones to respond to pharmacy customers (subjects) who received messages from automated systems. This research examines the communication process in terms of how users interact and engage with pharmacies after receiving automated messages. No study has directly addressed automated telephone calls and subjects’ interactions. The purpose of this study is to test the interpersonal communication (IC) process of uncertainty in subjects in receipt of automated telephone calls ATCs from pharmacies. Subjects completed a survey of validated scales for Satisfaction (S); Relevance (R); Quality (Q); Need for Cognitive Closure (NFC). Relationships between S, R, Q, NFC, and subject preference to ATCs were analyzed to determine whether subjects contacting pharmacies display information seeking behavior. Results demonstrated that seeking information occurs if subjects: are dissatisfied with the content of the ATC; perceive that the Q of ATC is high and like receiving the ATC, or have a high NFC and do not like receiving ATCs. Other interactions presented complexities amongst uncertainty and tolerance of NFC within the IC process. View Full-Text
Keywords: pharmacy; patient communication; pharmacy communications; interpersonal communications; automated telemarketing telephone calls; telephone messages; automated messages; communication theory; customer relation management; CRM; pharmacy practice pharmacy; patient communication; pharmacy communications; interpersonal communications; automated telemarketing telephone calls; telephone messages; automated messages; communication theory; customer relation management; CRM; pharmacy practice
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Bones, M.; Nunlee, M. Uncertainty and Motivation to Seek Information from Pharmacy Automated Communications. Pharmacy 2018, 6, 47.

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