OBJECTIVES: In order to improve pharmaceutical care delivery in Malaysia, Ministry of Health introduced the concept of Value Added Services (VAS) in pharmacy. Despite the reported convenience and advantages of VAS, it is noticed that utilization rate of VAS is low in the country. The study aims to explore patients’ understanding, salient beliefs and expectations towards VAS in Malaysia using the Theory of Planned Behaviour (TPB) as a theoretical model.  METHODS: A qualitative methodology was used whereby face-to-face interviews were conducted with 12 patients who collected partial medicine supplies from government pharmacies. Participants were recruited using purposive and snowball sampling method in the State of Negeri Sembilan, Malaysia. Interviews were audio-recorded. Verbatim transcription and thematic content analysis were performed on the data.  RESULTS: Thematic content analysis yielded five major themes. (1) Attitudes towards using VAS, (2) subjective norms, (3) perceived behavioural control, (4) lack of knowledge and understanding of VAS and (5) expectations toward VAS. CONCLUSIONS: The interviews explored and informed new information about salient beliefs towards pharmacy VAS in Negeri Sembilan, Malaysia. The findings suggest that VAS is still in its infancy and a more robust and effective advertising and marketing campaign is needed to boost the adoption rate. Behavioural attitudes, subjective norms and perceived control elements were discussed and serve as important variables of interest in future study. Expectations towards VAS serve as an important guideline to further improve patient-oriented services.