Tan Keing Boon, Nur Azizah Binti Buchari, Heather Marie Boudville, Renuka Balasubramaniam, Hamshini Esuthasu, Kumaran Kanapathipillai


This study examined the satisfaction level of consumers who use herbal medicine to remedy their illnesses in the Klang Valley, Malaysia. Herbal medicine is usually plant-based and does not comprise preservatives or artificial colouring. The herbal medicine industry has rapidly grown worldwide because of the global movement towards alternative healthcare, and disease prevention has become a significant concern. Recently, pharmaceutical companies have been extensively conducting clinical studies and therapeutic trials on herbal medicine supplements as an alternative to modern medicine. With the aid of various private and public sectors, most developed and developing nations have produced and improved various herbal medicines for various illnesses through clinical research. This study focuses on the perceived safety, service quality, convenience, and pricing factors influencing consumers' satisfaction with herbal medicines. Questionnaires were distributed through social media to gather the data. The researchers collected 384 responses from the residents of the Klang Valley using the convenience sampling method. The findings of this study show that perceived safety, service quality, convenience, and pricing significantly influence consumers' satisfaction with herbal medicine in the Klang Valley, Malaysia. However, these factors may also generate a paradox where cautiousness escalates, decreasing the demand for herbal medicines. However, herbal medicine industries in Malaysia can formulate strategies to exploit opportunities to create demand and consumer satisfaction.


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