基于中国顾客满意指数模型的医药电商平台顾客满意度研究

Research on Customer Satisfaction Index of Pharmaceutical E-Commerce Platforms Based on CCSI Model

目的研究医药电商平台顾客满意度的影响机制,为提高医药电商顾客满意度提供参考。方法以吉林省部分医药电商平台用户为研究对象,基于文献研究、医药电商特点及中国顾客满意度指数模型设计问卷,采用问卷星微信小程序发放。分析品牌形象、预期质量、服务、质量保障、网站功能布局、感知价值、顾客满意度和顾客忠诚之间的作用逻辑。结果共回收有效问卷338份。网站功能布局降低了顾客满意度;预期质量对顾客满意度的直接效应低于间接效应;服务和感知价值对顾客满意度有直接且正向的影响;品牌形象与质量保障对顾客满意度无直接效应。结论医药电商平台应提高网站的交互体验、操作便利性,加强人文关怀服务,加大平台宣传力度维护声誉,促进医药电商平台品牌化的形成,从而达到提高顾客满意度的目的。建议政府加强对无证经营的打击力度,加快相关立法进程为消费者提供法律保障。

Objective To study the influence mechanism of customer satisfaction index(CSI)of pharmaceutical e-commerce platforms,and to provide a reference for improving CSI of pharmaceutical e-commerce platforms.Methods The users of pharmaceutical e-commerce platforms in Jilin Province were randomly selected for questionnaire survey,the questionnaire was designed based on the literature research,the characteristics of the pharmaceutical e-commerce platforms and the China Customer Satisfaction Index(CCSI)model,and it was distributed by the questionnaire star WeChat widget.The functional logic of brand image,expected quality,service,quality assurance,website function layout,perceived value,customers′satisfaction and customers′loyalty was analyzed.Results A total of 338 valid questionnaires were collected.The functional layout of the website reduced CSI.The direct effect of expected quality on CSI was lower than the indirect effect.Service and perceived value had a direct positive effect on CSI.Brand image and quality assurance had no direct effect on CSI.Conclusion In order to improve the CSI of the pharmaceutical e-commerce platforms,we should improve the interactive experience and operational convenience of the website,strengthen humanistic care services,increase publicity of the platform to maintain reputation,and promote the formation of pharmaceutical e-commerce platforms branding.It is suggested that the government should strengthen the crackdown on unlicensed operation and speed up the legislative process to provide legal protection for consumers.