方便和价格驱动兽医客户在线药房的使用
Amy E Nichelason1, Shelby R Williams2, Alex Pinto3
11Department of Medical Sciences, School of Veterinary Medicine, University of Wisconsin-Madison, Madison, WI.
Journal of the American Veterinary Medical Association
|August 2, 2024
概括
对于兽医药店的选择,客户的价值观不同. 在线药房用户优先考虑价格和便利性,而兽医诊所用户重视个性化的体验和信任. 感知到的负面影响并没有改变在线药房的使用情况.
科学领域:
- 兽医药房实践 兽医药房实践
- 客户行为分析 客户行为分析
- 在线零售对服务的影响
背景情况:
- 客户对兽医药店的选择受到各种因素的影响.
- 了解客户对在线药店的看法对于兽医诊所至关重要.
- 在线药房对传统兽医实践收入和客户关系的影响需要调查.
研究的目的:
- 确定影响客户选择兽医药店的关键因素.
- 评估客户对在线药店对兽医诊所的影响的看法.
- 在不同的兽医药房模型中比较客户价值和满意度.
主要方法:
- 对在线药店,教学医院药房和初级保健兽医诊所的调查数据和满意度指标进行比较分析.
- 在线药房用户被调查,他们对兽医诊所的感知影响.
- 个人价值与药房使用概率相关.
主要成果:
- 在158名受访者中,有32.9%的人使用在线药店,20%的人使用兽医关联的选择.
- 方便是网上和初级保健诊所用户的一个关键价值.
- 在线用户优先考虑价格,而兽医诊所用户优先考虑沟通,信任和个性化体验.
- 所有药房类型的满意度得分都很高.
- 大多数在线用户认为对兽医诊所有负面影响,但这并不影响他们的使用.
结论:
- 不同的客户价值观驱动在线和临床兽医药店之间的选择:价格和方便与个性化体验和信任.
- 在线药房对兽医诊所的负面影响并不能阻止在线使用.
- 兽医诊所可以通过提供具有竞争力的价格的实践导向在线药房来提高收入,同时保持内部个性化的服务.
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