The Empirical Study On The Composition Of Pharmacy Customer's Value In Shenyang City

The paper is concentrated on the research of pharmacy customers' value in the city of Shenyang. It established an evaluation system of pharmacy customers' value and found which factors about customers' value had impact on customers' satisfaction through the block-survey to the residents, appearing to retail pharmacies within and outside in Shenyang and by using SPSS 14.0, a social statistics software, for data input, processing and analysis. It hoped to provide China's pharmacies with systematic, reliable and practical theoretical basis to make marketing strategy and do further study of customers' behavior. This paper is divided into six chapters, as follows:Chapter 1, introduction. It expounded the background, research review,purpose,method and framework of this research.Chapter 2, theories and literature review. It reviewed the related theories on customers' value and satisfaction from both domestic and overseas. Then it reviewed the related literatures on marketing in domestic drug retail industry.Chapter 3, research part. It introduced how to do the research work in every detail and decided on the research model and content. It made a detailed description of the design of the questionnaire and survey. Then it adopted SPPSS14.0 to do statistical analysis. At last, it described and analyzed the samples.Chapter 4&5, results. It analyzed the data from survey by factor analysis and other analytical methods. Then it set up a three-level evaluation system of pharmacy customers' value; it verified the factors having effect on customers' satisfaction. Combined with conclusion of the study, it put forward China's pharmacies should make customers' value as their core concept of marketing ideas. Meanwhile, they should improve customers' satisfaction by adopting the strategies of employees, price and image.Chapter 6, conclusion and outlook. The evaluation system of pharmacy customers' value is composed of six parts, "the value of image", "basic values", "the value of product", "the value of staff" "facilitate value" and "the value of trust". There is a negative correlation between age and "the value of image" and "the value of trust", while there is a positive correlation between age and "the value of product"; level of education with "the value of staff" a positive correlation; total expense on drugs in the whole year with "the value of image" and "the value of trust" a positive correlation; "the value of staff", "basic values" and "the value of image" have great impact on pharmacy customers' satisfaction. Finally, it pointed out the limitations of this study and research prospects.