| OBJECTIVEThis study is based on measured and evaluation of quality of online pharmacy in China and trying to come up with some reasonable advices to improve the service level of online pharmacies in our country and stimulate the continuous and health development of online pharmacy's market. METHODFirstly, the thesis defines the related generations of online pharmacy and SERVQUA by literature review. The thesis analyses the index of the service provided by our nation's online pharmacy, according to SERVQUAL structure index, process index and effect index of SERVQUAL's three links; tangibles, responsiveness, security, empathy and reliability of the service in SERVQUAL chart. Furthermore, refine the preliminary index of SERVQUAL evaluation of online pharmacy. Secondly, the thesis screens preliminary index provided by expert interview and empower the each index. And do a survey for consumers who had the experience in online pharmacy. In addition, get online pharmacy SERVQUAL evaluation of the perception score and expected scores. Finally, analysis SERVQUAL scores and quantization of online pharmacy's SERVQUAL and provide suggestions after verifying the reliability and validity of the questionnaire. RESULTSModel : Quality of Service=(Perception Average-Expectation Average)ŚWeight of quality of online pharmacy in China, which is-.53pts(n=210).Perception Average and Expectation cones from the consumers online who give the overall feeling when they are shopping medicine online. Weight is derived by a quantitative of questionnaire.The result shows that the service quality of online pharmacy should improve in the future. Conclusion:Online pharmacy in China should increase more kinds of sale goods,detail the category of medicine, strengthen the customer service after sale, exploit the personal service, enhance the level of service for online pharmacist and construct the completed system of logistics to build up better service quality of online pharmacy. |
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