亚洲社会药学

关键词: customer psychological contracts, customer loyalty, drugstore

Abstract: 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.

Key words: customer psychological contracts, customer loyalty, drugstore