Exploring the Associations of Service Quality Experience,Perceived Causes,and Loyal Behavior of Drugstore Customers.

• Main Authors: WANG,MIN-JU, 王敏如
• Other Authors: HSIEH, MENG-CHIH
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/9uq5sq

碩士 === 大仁科技大學 === 製藥科技研究所 === 106 === In recent years, more and more drugstores were open due to the changes in customers’ living styles and consuming habits. The purpose of this study was to evaluate the correlation of chain drugstores’ service quality, cause marketing and customer loyalty and further examine if there was a significant difference in customers’ perceptions of service quality and customer loyalty in terms of customers’ traits. The results of this study would help chain drugstores to make future development strategies in order to build up constant competitiveness. The data were analyzed by using SPSS for Windows 20.0 . This questionnaire contained three parts: Service Quality Experience, Perceived Causes and Customer Loyalty Behavior. Descriptive Statistics, a t-test, one-way ANOVA, and multiple regression analysis were conducted on the data. The subjects were the customers from Drugstores in Central Taiwan. In total, there were 379 valid samples. First of all, the perception of the quality of service of the pharmacy, it was observed that there were significant differences in gender except for tangibility. However, there was no significant difference in marital status between the variables. In terms of age, there was only significant difference in reliability in service quality. There were significant differences in empathy. Occupations, monthly income, and place of residence had significant differences in service quality. Furthermore, the relationship about pharmacy service between the public's perception of the quality and customer loyalty, the correlation analysis of Pearson's product difference, service quality and loyalty behavior are positively correlated, which reliability and loyalty behavior have the highest correlation(0.822). and then guaranty and loyalty had 0.796, tangible and loyal behavior had 0.776, sympathy and loyalty had 0.745, responsiveness and loyalty had 0.734, only minimum sensibility and loyalty had 0.434. Finally, whether the people's perception of the cause marketing has a significant influence on service quality and customer loyalty. The sensibility of the pharmacy has a significant impact on service quality and customer loyalty. The perceived good cause marketing of this study was significant difference in the overall customer loyalty behavior and service quality of the pharmacy. On the whole, the older people about "51-60 years old" and "over 61 years old" had relatively high awareness of pharmacy loyalty and relatively high monthly income ("more than 66,000"). The perception of customer loyalty was relatively high, and those with different places of residence (such as "Taichung" and "Tainan") had relatively high awareness of customer loyalty.