连锁药店服务质量对顾客行为意向影响的实证研究

发布时间：2018-06-26 14:20

本文选题：连锁药店 + 服务质量　；参考：《武汉理工大学》2013年硕士论文

【摘要】：随着新医改方案逐步推行,医疗保障需求逐步扩大,给药品连锁企业带来了巨大的发展机会。许多商家开始抢占连锁药店的市场,造成一些连锁药店开始盲目的扩张和发展,忽视了自身的服务质量,导致一些连锁药店无法满足顾客对于服务质量的要求,例如：店面的有形展示缺乏相应的管理标准、药品保管规范性不足、销售人员服务意识低下,部分销售人员恶意推销、服务态度恶劣等等。并且,不同年龄层次的消费者对零售药店服务质量的要求不同,一些企业在提升服务质量过程中缺乏针对性。因此,连锁药店服务质量的提升成为当前连锁药店在市场竞争中取胜的关键因素。本文通过文献回顾,依据连锁药店服务质量的特点构建了服务质量对顾客行为意向影响的概念模型,通过数据分析,运用结构方程模型验证了连锁药店服务质量各维度与顾客行为意向以及顾客信任之间的关联性以及顾客信任在这个过程中的中介作用。并且通过方差分析了该模型对于不同性别、年龄以及学历层次的适用性。最后,有针对性地提出了连锁药店服务质量提升的策略。论文共分为五个部分。第一部分为绪论,指出论文的研究目的和意义,通过对国内外相关的研究进行归纳总结,了解当前研究的不足进而提出了本文的研究内容、研究方法以及技术路线；第二部分为相关理论分析,介绍了服务质量、行为意向以及顾客信任的概念和维度；第三部分是研究假设和问卷设计,首先通过对先前学者的研究有依据的提出了本文的研究假设,确定了本文的概念模型,然后对潜变量的各个维度进行定义,最后设计出本文的最终问卷；第四部分是数据分析与讨论,通过结构方程模型对假设进行验证,并且通过方差分析研究了不同性别、年龄以及学历层次的人群对于该模型的适应程度,最后有针对性的提出了提升连锁药店服务质量的措施；第五部分为研究结论与展望,归纳总结了论文的研究结论和创新点,并指出论文研究的不足之处,并提出对后续研究的展望。本论文采取结构方程模型对连锁药店服务质量对顾客行为意向的影响进行研究。首先提出假设,构建论文的概念模型,然后通过数据分析对假设进行验证,并最终提出连锁药店服务质量的改进措施。
[Abstract]:With the implementation of the new medical reform plan, the demand for medical security is gradually expanding, which brings huge development opportunities to pharmaceutical chain enterprises. Many businesses began to seize the market of chain pharmacies, causing some chain pharmacies to expand and develop blindly, ignoring their own service quality, resulting in some chain pharmacies unable to meet the customer's requirements for service quality. For example: the physical display of the store lacks the corresponding management standard, the regulation of drug custody is insufficient, the service consciousness of the sales staff is low, some salespeople are selling maliciously, the service attitude is bad and so on. Moreover, consumers of different ages have different demands on the service quality of retail pharmacies, and some enterprises lack pertinence in the process of improving service quality. Therefore, the promotion of chain drugstore service quality has become the key factor to win the market competition. According to the characteristics of service quality of chain drugstores, this paper constructs a conceptual model of the influence of service quality on customer behavior intention through literature review. The structural equation model is used to verify the relationship between the dimensions of service quality of chain drugstore and customer behavior intention and customer trust and the intermediary role of customer trust in this process. The applicability of the model to different gender, age and educational level was analyzed by variance analysis. Finally, the strategy of improving service quality of chain drugstore is put forward. The thesis is divided into five parts. The first part is the introduction, pointing out the purpose and significance of the research, through the summary of relevant research at home and abroad, understand the shortcomings of the current research and then put forward the research content, research methods and technical route; The second part is related theoretical analysis, introduces the concept and dimension of service quality, behavior intention and customer trust. The third part is the research hypothesis and questionnaire design. Firstly, the hypothesis of this paper is put forward on the basis of the previous research, the conceptual model of this paper is determined, then the dimensions of latent variables are defined, and the final questionnaire of this paper is designed. The fourth part is data analysis and discussion, the hypothesis is verified by structural equation model, and the adaptability of different gender, age and educational level to the model is studied by variance analysis. Finally, the author puts forward the measures to improve the service quality of chain drugstore. The fifth part is the conclusion and prospect of the research, summarizes the research conclusions and innovation points, and points out the deficiencies of the research. The prospect of further research is also put forward. In this paper, the structural equation model is used to study the effect of service quality of chain drugstore on customer behavior intention. Firstly, the hypothesis is put forward, the conceptual model of the thesis is constructed, then the hypothesis is verified by data analysis, and finally, the improvement measures of service quality of chain drugstore are put forward.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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