医药连锁店顾客满意度实证研究

营销研究多次表明满意的顾客会忠诚于企业,他们不仅会重复购买,而且还会对企业和企业的产品作口碑宣传。文章通过对大连市区各医药连锁店顾客满意度的实证研究,探查影响医药连锁店顾客满意度的主要因素,并确定各因素的重要性排序,在此基础上提出提升顾客满意度的管理策略。

Empirical study on consumer's satisfaction of drugstore chains

Studies have repeatedly indicated that highly satisfied consumers not only stay loyal longer with the company but also talk favorably about the company and its products. This paper explores quantitatively the key factors that influence the satisfaction of OTC consumers and their relative importance through an empirical study in the city of Dalian. All the conclusions drawn hereby are supposed to give some instruction to OTC marketers in making marketing decisions.