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

• Main Authors: Ya-Wen Chang, 張雅雯
• Other Authors: Wan-Tran Huang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/82689774906358384683

碩士 === 臺中健康暨管理學院 === 經營管理研究所 === 92 === A Study on Consumer Satisfaction of Pharmacy in the Metropolitans of Taiwan Student：Ya-Wen Chang Advisors：Dr. Wan-Tran Huang Graduate Institute of Business Administration Taichung Healthcare and Management University ABSTRACT 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. Key words: Pharmacy, Consumer Satisfaction, Expectancy Disconfirmation