本文選題：連鎖藥店 + 服務(wù)質(zhì)量��； 參考：《武漢理工大學(xué)》2013年碩士論文

【摘要】：隨著新醫(yī)改方案逐步推行,醫(yī)療保障需求逐步擴大,給藥品連鎖企業(yè)帶來了巨大的發(fā)展機會。許多商家開始搶占連鎖藥店的市場,造成一些連鎖藥店開始盲目的擴張和發(fā)展,忽視了自身的服務(wù)質(zhì)量,導(dǎo)致一些連鎖藥店無法滿足顧客對于服務(wù)質(zhì)量的要求,例如：店面的有形展示缺乏相應(yīng)的管理標(biāo)準(zhǔn)、藥品保管規(guī)范性不足、銷售人員服務(wù)意識低下,部分銷售人員惡意推銷、服務(wù)態(tài)度惡劣等等。并且,不同年齡層次的消費者對零售藥店服務(wù)質(zhì)量的要求不同,一些企業(yè)在提升服務(wù)質(zhì)量過程中缺乏針對性。因此,連鎖藥店服務(wù)質(zhì)量的提升成為當(dāng)前連鎖藥店在市場競爭中取勝的關(guān)鍵因素。本文通過文獻回顧,依據(jù)連鎖藥店服務(wù)質(zhì)量的特點構(gòu)建了服務(wù)質(zhì)量對顧客行為意向影響的概念模型,通過數(shù)據(jù)分析,運用結(jié)構(gòu)方程模型驗證了連鎖藥店服務(wù)質(zhì)量各維度與顧客行為意向以及顧客信任之間的關(guān)聯(lián)性以及顧客信任在這個過程中的中介作用。并且通過方差分析了該模型對于不同性別、年齡以及學(xué)歷層次的適用性。最后,有針對性地提出了連鎖藥店服務(wù)質(zhì)量提升的策略。 論文共分為五個部分。第一部分為緒論,指出論文的研究目的和意義,通過對國內(nèi)外相關(guān)的研究進行歸納總結(jié),了解當(dāng)前研究的不足進而提出了本文的研究內(nèi)容、研究方法以及技術(shù)路線；第二部分為相關(guān)理論分析,介紹了服務(wù)質(zhì)量、行為意向以及顧客信任的概念和維度；第三部分是研究假設(shè)和問卷設(shè)計,首先通過對先前學(xué)者的研究有依據(jù)的提出了本文的研究假設(shè),確定了本文的概念模型,然后對潛變量的各個維度進行定義,最后設(shè)計出本文的最終問卷；第四部分是數(shù)據(jù)分析與討論,通過結(jié)構(gòu)方程模型對假設(shè)進行驗證,并且通過方差分析研究了不同性別、年齡以及學(xué)歷層次的人群對于該模型的適應(yīng)程度,最后有針對性的提出了提升連鎖藥店服務(wù)質(zhì)量的措施；第五部分為研究結(jié)論與展望,歸納總結(jié)了論文的研究結(jié)論和創(chuàng)新點,并指出論文研究的不足之處,并提出對后續(xù)研究的展望。 本論文采取結(jié)構(gòu)方程模型對連鎖藥店服務(wù)質(zhì)量對顧客行為意向的影響進行研究。首先提出假設(shè),構(gòu)建論文的概念模型,然后通過數(shù)據(jù)分析對假設(shè)進行驗證,并最終提出連鎖藥店服務(wù)質(zhì)量的改進措施。
[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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.72

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