Research On Patient Loyalty Of Medical Logistics Service Quality

China is one of the fastest-growing regions in terms of pharmaceutical consumption and has the second-largest pharmaceutical market in the world.With the rapid development of omnichannel retailing,pharmaceutical retailing has followed suit,selling drugs both online and offline to meet the medication needs of patients and bring historical opportunities for the development of the pharmaceutical logistics industry.Unlike clothing and daily necessities,pharmaceuticals have special requirements for factors such as storage and expiration dates during transportation,which results in many problems in the pharmaceutical logistics process.Situations such as drug damage and delayed delivery gradually erode patient loyalty.How to deal with logistics emergencies and various problems in the pharmaceutical logistics process and improve patient loyalty in the omnichannel pharmaceutical retail industry is an urgent problem to be solved.This article uses patients who have used omnichannel medication purchase services as the research object to explore the impact of pharmaceutical logistics service quality on patient loyalty.Based on the Service Quality Model and the "Good Supply Practice for Pharmaceutical Retail Distribution Quality Management Appendix"(GSP),this study proposes six dimensions that affect the quality of pharmaceutical logistics services and constructs a pharmaceutical logistics service quality-patient loyalty model based on the SO-R(Stimulus-Organism-Response)theory.Meanwhile,the reciprocity between online and offline channel trust is introduced to analyze its impact on patient loyalty.Finally,the regulatory role of channel integration quality between channel trust and patient loyalty is discussed,and unique insights are provided for the quality improvement of omnichannel pharmaceutical logistics services to enhance patient loyalty.This article aims to answer the following questions: First,which factors in pharmaceutical logistics service quality affect online and offline channel trust? Second,is there an interactive effect between online and offline channel trust,and does online,offline channel trust,and the interaction between them have a positive impact on patient loyalty?Finally,is there a moderating effect of channel integration quality on the relationship between online and offline channel trust and patient loyalty?Empirical research shows that first,in the online channel of pharmaceutical logistics services,privacy security has a positive impact on online channel trust,reliability has a positive impact on online channel trust,but convenience does not have a positive impact on online channel trust.In the offline channel,responsiveness has a positive impact on offline channel trust,tangibility has a positive impact on offline channel trust,and professionalism has a positive impact on offline channel trust.Second,both online and offline channel trust have a positive impact on patient loyalty,and their interaction has a positive impact on patient loyalty.Finally,channel consistency and channel seamlessness positively regulate the relationship between channel trust and patient loyalty.In summary,based on the Service Quality Model and the S-O-R theory,this article extends the issue of how to improve patient loyalty through pharmaceutical logistics service quality under the background of omnichannel.In practice,this article provides management inspiration and guidance for the management and operation of logistics services in the consumer participation process for omnichannel pharmaceutical retail enterprises,and also plays a promoting role in enhancing patient loyalty.