| 摘要註: |
近年來複合型連鎖藥店如雨後春筍般出現,不僅改變了傳統藥局,也為消費者帶來更多的消費意義。而值得人們信賴的購物管道更是消費者所期待的,並希望在消費同時,接受專業藥師的服務及建議。可是連鎖藥局同時也須面臨成本與利潤間的考量,而造就當前一個奇特現象,即是,將某些大流通的產品犧牲利潤來增加來客率,讓來店消費者造成錯亂現象(即本店較為便宜或有利可圖),但同時又訓練銷售者只注重產品利潤,卻忽略產品本身價值與消費者的權益,例如:我要買A產品但銷售者會批評A產品並導向B產品,而這其中考量就只有利潤問題,而忽略消費者真正的需求,更甚者會將某些消費者做標誌為不優客戶。過往的國內相關研究仍限於商店印象、通路特性或是品牌權益等,相對較少從消費者觀點來探討如何確保利潤,因此本研究希望透過從消費者觀點的研究來了解消費者購買藥品之行為,同時找出在消費者與廠商兩者間的平衡點,以提供給藥局經營者更適當的經營策略,有利於改善藥局與消費者之關係。本研究以大高雄地區曾經有到複合型連鎖藥局消費的消費者為研究對象,共回收200份有效問卷。結果顯示,除了「職業」這個屬性之外,不同的消費者屬性對於消費者「指定購買」的商品和藥局人員「推薦購買」的商品之滿意度並無顯著差異。但是,藥局人員「影響購買」這個行為的確會造成消費者在消費之後內心有不愉快的感受,進而降低其再購意願。最後,本研究也針對研究結果,建議未來藥局經營者或許可以考慮從銷售人員以及產品等兩方面進行改善,如此一來在做產品銷售的同時亦提升消費者權益,進而強化顧客忠誠度,以其追求長久經營之效益。 In recent years, many Compound Chain pharmacies show up. Not only change the traditional pharmacies but also bring the consumer more worth of consumption. It also deserve to be expected because the channel is trustworthy. When the ccnsumers are shopping, they also can accept the service and advice from those pharmacists. However, the pharmacies need to face the problem about its' cost and profit. This become a strange phenomenon. Pharmacies will sacrifice the profit of some well-known products in order to increase the customer flow. At the same time, they tell the sales staff only focus on the profit of products, but ignore the actual value of products and the consumer rights. For instance, a consumer wants to buy product A, but the sales staff tells him that A isn't good for you and recommend the product B for him. It is because the sales staff only consider the profit, and forget the real demand of consumers. In the related study, they only focus on store impression, characteristic of channel and brand equity before. It's rare to discuss how to keep profits from the point of view of consumers. Therefore, this research hopes to realize the purchasing behavior of medicines from the point of view of consumers. Find out the balance of consumers and firms so as to offer the pharmacies' manager a more appropriate business strategy. The research object of this research is the consumers in Kaohsiung that had the consumption experience in Compound Chain pharmacies before and we receive 200 valid questionnaires. The results show that besides the 'job', the other consumer attributes won't have significant difference between the consumer 'specified product' and the sales staff 'recommend product'. However, the sales staff influence consumer of their willing to buy another product will cause a bad feeling in consumer's mind after they shopping. Furthermore, this behavior reduce the repurchase intention of consumers. At the end of this research, we suggest the pharmacies' manager may consider to improve in sales staffs and products these two aspect. Thus, they could sale products and promote the consumer rights in the meantime. Try to enhance the customer loyalty and seek the long-term business. |