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Research on Improving Customer Value by Using QCC in drugstores Based on Customer Life Cycle

Asian Journal of Social Pharmacy 2020年第4期15卷 251-259页

作者： Wang Shuling Liu Linchuan Zhang Chunlei School of Business Administration Shenyang Pharmaceutical UniversityShenyang 110016China Ningbo Siming drugstore Co. LtdNingbo 315000China

Objective To build a model to improve the customer value of drugstores,so as to enhance their core competitiveness and share the value between drugstores and *** The quality control circle(QCC)was used to establish the model based on the theory of customer life *** to recency-frequencymonetary(RFM)model,a general value index evaluation system was constructed for customers in different life cycles,and an example was *** and Conclusion The flow model of drugstore customer management system and the method of evaluating the customer value were *** the activities of the QCC in a drugstore as an example,the deficiencies of pharmaceutical care such as medication consultation,shortage of drug supply and irrational drug display were *** also promoted the transformation of customers from a starting period into stable period and improved the comprehensive value of customers,indicating that QCC was *** should carry out the QCC activities with different themes according to the characteristics of customers in different life ***,suggestions from customers on improving the environment and facilities,service quality and management mechanism of the drugstores should be effectively adopted to promote the transformation of customers from the starting period to the stable period for the realization of the highest *** will bring economic value to drugstores and achieve the value sharing between drugstores and customers.

关键词： drugstore quality control circle(QCC) customer life cycle customer management value sharing

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Influence of Psychological Contract on Customer Loyalty to drugstores

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Asian Journal of Social Pharmacy 2019年第1期14卷 26-34页

作者： Cui Jing Fan Guangwei School of Business Administration Shenyang Pharmaceutical University Shenyang 110016 China

Objective To discuss the influence of the two-way psychological contract on customer loyalty to drugstores, and to put forward some suggestions for managers of drugstores to improve the customer loyalty based on the facts that drugstores have to give emphasis to such problems as how to keep their customers and improve customer loyalty due to the influence factors, such as the rich channels of drug purchase, the individualization of the demands for drug purchase and the strict requirements for the quality of service on the basis of psychological contract theory. Methods A total of 241 valid questionnaires were distributed in Shenyang to collect data and the data was analyzed by SPSS 24.0. Results and Conclusion The data analysis show that the transaction type and relational psychological contract of both drugstore employee’s and customer’s responsibility performance have significant influence on customers loyalty, and the transaction psychological contract of employee’s responsibility performance has the greatest impact on customers loyalty. Therefore, to improve customer loyalty, drugstores should provide reasonable services on the basis of satisfying the customers’ psychological contract, and actively guide the customers to fulfill their own responsibility so as to increase sales.

关键词： customer psychological contracts customer loyalty drugstore

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