摘要:伴随着我国零售药业迅速发展,连锁药店的经营已从店铺数量

的竞争转向服务内涵的竞争。在对顾客服务过程中,谁掌握顾客的期

望,谁满足顾客价值,谁就占据了市场的主动。论文以湖南本土药业

零售企业一一老百姓大药房为研宄对象,分析连锁药店的经营特点和

消费者消费习惯,提出连锁药店服务质量感知的现状和影响因素。结

合顾客价值和服务质量相关理论,选取SERVQUAL质量评价模型为

研究理论依据,通过对连锁药店服务质量影响因素的分析制定连锁零

售药店服务质量感知指数评价指标。组织开展现场调研活动,收集原

始的、真实的调研数据,在现场调研活动之后对数据进行统计,并开

展连锁零售药店服务质量感知指数分析与评价,确定目前经营过程中

顾客对相应指标的认可度。以此为依据,探求提升和改进门店服务水

平的路径,并指出老百姓大药房应该从营造良好的购物环境、加强商

品管理,构建合理的商品体系、加强员工培训、提高其服务水平和与

顾客互动的能力、提升个性化服务水平,体现人文关怀、提高连锁零

售药店的信誉和品牌形象、保持持自身优势,提高现有顾客满意度等

六个方面提升门店服务水平,更好满足消费者需求,增强企业在市场

上的竞争力。

关键词:服务质量;评价;提升对策;老百姓大药房

Research of Evaluation of Service Quality and Promotion

Strategy of LBX Pharmacy

Abstract: With the rapid development of China's retail pharmaceutical

Industry, pharmacy chain operation has quantity from the shops of the

competition to the connotation of service competition. In the customer

service process, who mastered the expectations of customers, who meet

the customer value, who will occupy the market is active.

This paper mainly by the Hunan local LBX Pharmacy enterprises as

the research object, the drugstore chain industry development focus on

the premise of analysis of chain drug stores, operating characteristics and

consumer spending abits, present status and influence factors of service

quality of chain drugstores. According to the theory of customer value

and service quality, select the SERVQUAL quality evaluation model for

the study of theoretical basis, through the impact of service quality on

drugstore chain factors make retail chain pharmacy service quality

index evaluation index. Organize and carry out the on-site research

activities, collect the true original, survey data, analyze the data in field

research activities, and to carry out the analysis and evaluation of

pharmacy service quality index of retail chain, determine the acceptance

of customer at present in the business process to the corresponding index,

and on this basis, to explore the route to enhance and improve the service

level of the store, and points out that LBX PHARMACY should from

creating a commodity management strengthening, good shopping

environment, build a reasonable system of goods, strengthening

employee training, improve the service level and ability to interact with

customers, improve the level of personalized service, embodied

humanistic care, improve the chain drugstore reputation and brand image,

maintain their own advantages, to improve store service level six aspects

existing customer satisfaction, better meet the consumer demand, enhance

the competitiveness of enterprises in the market.

Keywords: Service Quality; Evaluation; Promotion Strategy; LBX pharmacy