Study On Customer Satisfaction Of LB Pharmaceutical Network

Influenced by the increasing trend of population aging,the rising incidence of chronic diseases,the comprehensive liberalization of the second child policy and the continuing deepening of the health reform policy,China has grown into the largest emerging market in the global pharmaceutical market.It will be normal for China's pharmaceutical manufacturing industry to maintain a medium-high growth rate for a long time.Thanks to China's leading mobile Internet business environment in the world,internet medical e-commerce has gradually entered our daily life as a new circulation mode of Chinese pharmaceutical products,and there is a very large space for development,and the market competition is also very fierce.LB Pharmaceutical Network is a leading enterprise in the pharmaceutical e-commerce industry in China.It has been listed in 2018.LB Pharmaceutical found that although business and customers are growing,customer satisfaction has declined.Return rate and complaint rate are rising,while customer repurchase rate and customer service satisfaction are declining in varying degrees.If this situation continues,it is bound to have a serious impact on the development of enterprises.In order to accurately and comprehensively understand the customer satisfaction of LB drug network and provide support for subsequent management improvement,this paper builds a satisfaction evaluation system of LB drug network based on the expectation-performance model of American marketing scientist Oliver.It includes five aspects: system factor,marketing factor,commodity factor,logistics factor and customer factor,and then decomposes ten three-level indicators.According to this evaluation system,this paper designs and implements an empirical study(questionnaire survey)on customer satisfaction of LB Pharmaceutical Network,and then carries out statistical analysis and correlation analysis on the data of 1065 questionnaires.Verify and accurately analyze the impact of specific indicators on customer satisfaction,and then through the quadrant model,analyze five factors and ten three-level indicators involved in the LB drug network satisfaction evaluation system(i.e.survey questionnaire)one by one,and discuss the specific performance of each indicator in depth.Finally,according to the above research,this paper puts forward suggestions to improve customer satisfaction from five aspects: commodity attributes,marketing activities,logistics distribution,customer service and IT system.The main suggestions include: 1)in terms of commodity diversity,we should improve procurement capacity and supply stability,timely understand customer demand,and optimize price strategies,avoid low-priced drainage,and gradually expand healthy value-added services.2)In terms of marketing activities,efforts should be made in marketing techniques and methods to make marketing activities more precise and enhance customer stickiness.3)In the aspect of logistics distribution,we should focus on improving the flexibility of logistics distribution.4)In the aspect of customer service,we should optimize the business process,increase the authorization of customer service appropriately,and handle APP conveniently.5)In terms of IT system,we need to continue to strengthen the search function to help customers quickly find what they need,and pay more attention to the mining and analysis of customer health data,so as to lay a foundation for expanding health value-added services in the future.