药品零售服务顾客满意度模型构建与实证研究

Model Construction and Examination of Customer Satisfaction in Pharmacy Retail Service

目的:探究药品零售服务顾客满意度的理论模型并进行验证,为我国医药零售企业制定顾客满意度策略提供依据。方法:在现有顾客满意度指数模型的基础上构建理论模型。对沈阳地区医药消费者进行定性研究以获取影响药品零售服务顾客满意度的具体因素,进行定量研究以验证理论模型。结果与结论:理论模型包括感知质量、感知价值、顾客满意、顾客抱怨和顾客忠诚,并从定量的角度测量出各个因素对顾客满意和顾客忠诚的影响程度。其中,感知质量正向影响感知价值,感知质量和感知价值对顾客满意均有正向影响,顾客满意对顾客忠诚具有显著的正向影响,顾客抱怨对顾客忠诚具有显著的负向影响。

Objective： To construct and examine the theoretical model of customer satisfaction in pharmacy retail service, and provide suggestions on customer satisfaction strategy for the development of Chinese pharmaceutical retail enterprises. Methods： Theoretical model was constructed based on the existing customer satisfaction index model. Qualitative investigations were performed to collect factors of customer satisfaction in pharmacy retail service, and quantitative research was conducted to verify the practicability of the theoretical model among pharmaceutical consumers in Shenyang. Results and Conclusion： Theoretical models which stemmed from the quantitative perspective included perceived quality, perceived value, customer satisfaction, customer complaint and customer loyalty, and the influencing level of various factors on customer satisfaction and customer loyalty. Perceived quality showed a positive effect on perceived value; perceived quality and perceived value affected customer satisfaction positively; customer satisfaction exhibited a significant positive effect on customer loyalty; customer complaint had a significant negative impact on customer loyalty.