| Summary: | 碩士 === 嘉南藥理大學 === 藥學系 === 103 === Pharmacies have undergone major developmental changes with the implementation of the National Health Insurance (NHI) and pharmaceutical sub-sectoring. The general public's behavior towards seeking medical attention and their consumption mode have also changed as a result of the economic environment changes. The educational upgrade for the masses and the easily accessible information network have forced traditional pharmacies to undergo transformation. These traditional pharmacies were replaced by modern compound pharmacies in time, while the business model of pharmacies underwent a tremendous change following these changes.
In the fiercely competitively environment and the rise of public awareness towards consumption, in addition to adjusting the business model, pharmacy operators have faced a more important issue: "How to stabilize the existing customer base and continue to develop new customers?" They must also establish good relationships with customers in order to earn their trust and meet their needs. In recent years, the issue of Customer Relationship Management, CRM has become an important part of chain development.
The members' purchase behaviors were analyzed in this study through the Point of Sale(POS) data from chain pharmacy headquarters. The purchase behaviors of the pharmacy members were analyzed based on location of purchase, gender,amount purchase item urchase, repurchase rate etc. to derive the following findings:
1. The chain pharmacy members' purchase behaviors and gender were related:
female members had higher consumer loyalty.
2. Chain pharmacy members and operating performance were positively
related.
3. Chain pharmacy members' consumer loyalty and performance were related.
Chain pharmacies generally adopt a member model as their business model. Through the statistical analysis of member consumption characteristics, adjustments are made to the merchandise structure, thereby enhancing member services and management mechanism. Additionally, marketing planning and promotional activities are used to improve customer loyalty, while the service quality strategies helped enhance the performance of chain pharmacies, thus enabling chain pharmacy operators or pharmacists (students) who intend to work in chain pharmacies to gain an insight into the purchase behaviors of chain pharmacy customers. The findings shall serve as a reference for member management in the future.
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