对药物的客户满意度评估:基于在线评论和PROMETHEE-II方法的研究
Xiangqi Zhao1, Lixiang Gao1, Zhe Huang1,2
1School of Business Administration, Shenyang Pharmaceutical University, Shenyang, Liaoning, China.
PloS one
|June 22, 2023
概括
了解在线客户对非处方药的满意度对于医药电子商务至关重要. 影响满意度的关键因素包括药物的有效性,成本,服务,物流和包装,在药物类型之间的重要性各不相同.
科学领域:
- 药品电子商务电子商务
- 消费者行为分析 消费者行为分析
- 在线零售分析在线零售分析
背景情况:
- 客户满意度是制药电子商务成功的关键指标.
- 分析在线评论为消费者需求和期望提供了宝贵的见解.
- 识别关键的满意度驱动因素对于改善在线药物购买体验至关重要.
研究的目的:
- 识别和排名影响客户对网上非处方药 (OTC) 购买满意度的因素.
- 了解这些因素如何在不同类别的OTC药物中变化.
- 为制药电子商务平台提供可操作的见解,以提高客户满意度.
主要方法:
- 隐藏的迪里克莱特分配 (LDA) 主题建模,从在线评论中提取关键主题.
- 情感分析用于量化情绪的基调和评价的评价.
- 随机主导规则和PROMETHEE-II方法用于因素排名和重要性确定.
主要成果:
- 确定了影响客户满意度的五个主要因素:药物的有效性,成本效益,在线客户服务,物流和包装.
- 这些因素的相对重要性在各种OTC药物类别之间有很大差异.
- 排名为消费者在网上购买药品时的优先事项提供了细微的理解.
结论:
- 药品电子商务中的客户满意度是多方面的,并且取决于类别.
- 利用在线审查分析可以指导产品和服务供应的战略改进.
- 这项研究为优化在线药品零售体验提供了一个框架.
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