藥品零售業形象建立與服務創新對顧客滿意度與忠誠度之影響

The influences of image establish and innovate service about retail pharmacy industry on consumer satisfaction and loyalty

沈明志(Ming-Chih Shen)

指導教授 ： 廖淑伶

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

台灣藥品零售市場展店密度之高，排名世界前茅，依據行政院衛生署2009年的公務統計資料，全台灣藥品販賣業家數高達12,820家，競爭趨向白熱化，欲在眾多藥品零售產業經營脫穎而出，須有迎合消費者行為與顧客導向之行銷策略。

過去文獻關於顧客滿意度、忠誠度之維繫，多著重於服務品質之提升，較少著墨於形象、服務創新探討。本研究以具有理論先驗性的結構方程模式(Structural Equation Modeling,SEM)的分析提出企業形象、商店形象、服務創新等構念，影響商品滿意度、服務滿意度等中介變數，最終影響顧客忠誠度。結果顯示企業形象、商店形象以及服務創新對於商品滿意度與服務滿意度均有顯著之正向影響，而商品滿意度對於顧客忠誠度雖有顯著之正向影響呈現，但商品滿意度對於顧客忠誠度卻無有效之影響。研究結果可以提供藥品零售管理者參考，與執行形象建立與開發服務創新的依據，進而達到提升藥品零售業經營與行銷管理的目標。

關鍵字

藥品零售業 ； 企業形象 ； 商店形象 ； 服務創新

並列摘要

The pharmacy industry in Taiwan about store unfolding was ranked first in the world. There are 12,820 physical channel about pharmacy present in 2009 public report which has been publish by Department of Health, Executive Yuan, R.O.C. Due to the competes intensely of pharmacy industry management, suitable customer quidance and consumer behavior strategy will be more important for related manager.

When it comes to consumer satisfaction and loyalty , most of the past literature focused on service quality improving, it was less discussed about image and innovate service may carry an notable influence . In this research, coporate image, store image and innovate service play the role of intermediary variable influence on consumer satisfaction and loyalty, which adopted the analysis of structural equation modeling with theoretical priori conformation was used. The result . According to the research findings, the three variables had significantly positive effects on the product satisfaction and the service satisfaction . The product satisfaction had significantly positive effects on loyalty, however, the service satisfaction had no significant effects on loyalty. The research results could be provided to the pharmacy industry managers as a reference when they want to excute image establish and innovate service in expectation to meet the operating and marketing goals.

並列關鍵字

pharmacy industry ； corporate image ； store image ； innovate service

參考文獻

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