台灣都會區藥局顧客滿意度之研究

A Study on Consumer Satisfaction of Pharmacy in the Metropolitans of Taiwan

張雅雯(Ya-Wen Chang)

指導教授 ： 黃萬傳

亞洲大學/管理學院/經營管理學系碩士班/碩士(2004年)

摘要

由消費者資訊來源的豐富和教育水準的提升，使其購物自主性大為提高。由此，遂有以專業、便利和多元化為訴求的專業藥局成立，逐漸取代傳統藥局的趨勢。
本文將藥局經營型態分為一般藥局、連鎖藥局及藥妝店三類。採用期望失驗理論，以「環境因素」、「服務因素」、「商品因素」及「企業形象」等四構面，分析和比較不同經營型態藥局影響消費者滿意度之重要因素。利用複迴歸分析，找出不同藥局經營型態與人口統計、社經變數之關係，進而提供藥局經營方向之參考。研究結果發現如下：
消費者至藥局選購的商品仍以藥品為主，以企業形象認知因素對一般藥局和連鎖藥局顧客滿意度最具影響性，企業形象包含企業的倫理、社會責任、處理客訴的態度等。服務價值認知因素，對藥妝店具顯著，此包含專業正確的用藥資訊提供、商品訊息的提供、親切有禮的服務態度及營養美容諮詢等。
由複迴歸模式實證結果，顯示「年齡」變數對藥妝店顧客滿意度的影響居最。學生與有子女之顧客對一般藥局顧客滿意度影響是顯著的。據此，意味著不同經營型態藥局可依此進行市場區隔，提供更令顧客滿意之服務。
建議一般藥局加強環境佈置並採差異化策略；連鎖藥局則善用專業藥師的形象及一家消費多家服務的優勢；藥妝店則強化健康美麗和多元化產品的訴求。

關鍵字

藥局 ； 顧客滿意度 ； 期望失驗理論

並列摘要

Due to the improvement of education level and increase of information resources, consumers have better controls on their purchasing activities. Therefore, more and more professional pharmacies placing stress on expertise, convenience, and diversity have appeared on the market to take over business from the traditional drugstores.
Dividing pharmacies into three types: conventional drugstore, chain pharmacy, and beauty shop, this study, with multiple regression analysis, ANOVA ,etc., analyzes and discusses factors that have significant impacts on consumer satisfaction with pharmacies, using ‘Environments Factor,’ ‘Services Factor,’ ‘Merchandise factor,’ and ‘Corporation Image’ according to the Expectancy Disconfirmation theory. This study aims to figure out the relations between pharmacies and population as well as society variables, and thereby, to provide further suggestions to pharmacy professionals for the improvement of business model. The findings and conclusion are as follows:
The major merchandise that consumers purchase in pharmacies is medication. Corporation image that includes corporation ethic, social obligation, responses to customer complaints, etc., has significant impact on the consumer satisfaction with conventional drugstores and chain pharmacies; however, services factor including professional instructions for drug usage, merchandise information, service attitude, nutrition and beauty consulting, etc., has more impact on that with beauty shops.
The consequence of this study indicates that population and society variables have impact on consumer satisfaction. Accordingly, different types of pharmacy can divide the market and provide the best satisfactory services to consumers.
Finally, the conclusion of this study tends to make a suggestion that conventional drugstores improve interior decoration and use differentiation strategy; chain pharmacies take advantage of the image of professional pharmacists and the convenience of multiple store services; beauty shops strengthen the impression on health, beauty, and diversity of merchandise.

並列關鍵字

Pharmacy ； Consumer Satisfaction ； Expectancy Disconfirmation

參考文獻

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