連鎖藥局商店印象、專業能力、滿意度對顧客忠誠度之影響

Effects of Store Image, Professional Competence, and Satisfaction on Customer Loyalty in Chain Pharmacies

鄭嘉仁(Chia-Jen Cheng)；黃國光(Kuo-Kuang Huang)；謝孟志(Meng-Chih Shieh)

藥局 ； 商店印象 ； 專業能力 ； 滿意度 ； 顧客忠誠度 ； pharmacies ； store image ； professional competence ； satisfaction ； customer loyalty

休閒運動健康評論

11卷2期（2022 / 09 / 30）

84 - 94

繁體中文

本研究採立意抽樣進行問卷發放，共發放320份問卷，回收問卷300份，回收率為93.7%，剔除無效問卷25份，有效問卷275份，有效回收率為91.6%，並以SPSS及AMOS進行統計分析。從研究結果得知：一、商店印象與顧客忠誠度間具有顯著影響；二、專業能力與顧客忠誠度間無顯著影響；三、滿意度與顧客忠誠度間具有顯著影響。最後，根據研究結果提供在實務應用上之相關建議。

The purpose of this study was to explore the influence of store impression, professional ability, and satisfaction of chain pharmacies on customer loyalty. A purposive sampling method was adopted to distribute the questionnaires; a total of 320 questionnaires were distributed, and 300 were collected, with a return rate of 93.7%. After excluding 25 invalid questionnaires, there were 275 valid questionnaires, with an effective recovery rate of 91.6%. The questionnaires were analyzed by SPSS and AMOS. The results indicate that: 1) Store impression had a significant influence on customer loyalty. 2) Professional ability had no significant influence on customer loyalty. 3) Satisfaction had a significant influence on customer loyalty. Finally, according to the study results, some suggestions on the practical application were provided.

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