摘要
目的探讨我国零售药店服务质量、顾客价值和顾客满意对顾客忠诚产生影响的作用机理。方法对药店顾客进行问卷调查,并对调查所得数据进行结构方程模型的路径分析和中介效应检验。结果共发放问卷400份,回收有效问卷332份,有效回收率为83%。调研所得数据能够较好地拟合笔者所构建的结构方程理论模型,研究假设均得到验证。结论零售药店服务质量、顾客价值和顾客满意对顾客忠诚均有显著正向影响,服务质量还可以通过顾客价值的中介作用、顾客满意的中介作用和顾客价值-顾客满意的链式中介作用对顾客忠诚产生间接影响。
Objective To explore the mechanism of the influence of quality of retail pharmacy services,customer value and customer satisfaction on customer loyalty in China.Methods A questionnaire survey was conducted on the customers of pharmacy,and then the structural equation model path analysis and mediate effect test were used to analyze the data obtained from the survey.Results A total of 400 questionnaires were distributed and 332 valid questionnaires were returned.The effective recovery rate was 83%.The analysis results showed that the data obtained from the survey fit the theoretical structural equation model constructed by the authors,and the research hypotheses were verified.Conclusion The service quality of retail pharmacies,customer value and customer satisfaction have a significant positive effect on customer loyalty.The service quality can also have an indirect effect on customer loyalty through the mediation of customer value,the mediation of customer satisfaction,and the chain-mediated role of customer value-customer satisfaction.
作者
夏宇
单国旗
XIA Yu;SHAN Guoqi(School of Pharmacy,Guangdong Pharmaceutical University,Guangzhou 510006,China;School of Pharmaceutical Business,Guangdong Pharmaceutical University,Zhongshan 528000,China)
出处
《广东药科大学学报》
CAS
2019年第4期551-555,共5页
Journal of Guangdong Pharmaceutical University
基金
广东省科技计划软科学领域重点项目(2014A070702017)
关键词
零售药店
服务质量
顾客价值
顾客满意
顾客忠诚
retail pharmacy
service quality
customer value
customer satisfaction
customer loyalty
