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首页> 外文期刊>Journal of Accounting & Marketing >The Antecedents of Category Management towards Customer Enhanced Services and Effects on Customer Satisfaction in Pharmaceutical Retailing: A Study with Special Reference to Medical Shops (Drug Stores) at Kanchipuram Town
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The Antecedents of Category Management towards Customer Enhanced Services and Effects on Customer Satisfaction in Pharmaceutical Retailing: A Study with Special Reference to Medical Shops (Drug Stores) at Kanchipuram Town

机译：药品零售中针对客户增强服务和对客户满意度的影响的类别管理的先决条件：一项特别针对坎奇普拉姆镇医疗店（药品店）的研究

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摘要

Category planning and management is the vital strategic part of retailing. It is the instrument for differentiated customer service and customer satisfaction. The cause of category planning and management induce the effect on retention of customers in competitive retailing environment. The present study focuses to understand the antecedents of category planning and management among the pharmaceutical retailing by considering the product mix dealing of healthcare, oral care, skin care, personal care and homecare products and its line dealt by the drug stores for the enhanced service to customers on customer satisfaction as well retention at Kanchipuram town. The Category Management process undertaken by the medical shop retailers in the study area comprises product assortment, availability, pricing, promotion and reachability as important constructs with identified sub items through previous studies. The empirical data required for the study were collected from the customers during the time of purchase in different retail formats of pharmaceutical shops belong to brand and unbranded retailers in the study area. The conceptual theoretical background on retail Category Management model influence on enhanced customer service and customer satisfaction was tested through structural equation model (SEM-covariance) with the help of AMOS 17.0. The major observations of the study proclaims that the Category Management aspects have direct influence on enhanced customer service and no direct influence on customer satisfaction but at the same time the effect of enhanced customer service is high on customer satisfaction.
机译：类别规划和管理是零售的重要战略部分。它是差异化客户服务和客户满意度的工具。类别规划和管理的原因在竞争性零售环境中对保留客户产生了影响。本研究通过考虑医疗保健，口腔护理，皮肤护理，个人护理和家庭护理产品的产品组合交易以及由药店提供的产品线，以增强对药品的零售服务，从而了解药品零售中类别计划和管理的先例。客户对客户满意度以及在Kanchipuram镇的保留率。研究区域内的医疗店零售商进行的类别管理过程包括产品分类，可用性，价格，促销和可及性，这些都是重要的构造，并具有通过先前研究确定的子项。研究所需的经验数据是在购买期间以不同零售形式从客户那里收集的，该商店的药品零售店属于研究区域中的品牌零售商和非品牌零售商。在AMOS 17.0的帮助下，通过结构方程模型（SEM-协方差）测试了零售类别管理模型对增强客户服务和客户满意度的影响的概念理论背景。该研究的主要观察结果表明，类别管理方面对增强客户服务具有直接影响，而对客户满意度没有直接影响，但与此同时，增强客户服务对客户满意度的影响很大。

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