After implementing the national health insurance and pharmaceutical divisions, Taiwan pharmacy industry has transformed to a diversified business model. Regarding the improvement of medical technology, the enhancement of consumer awareness and the trend of the aging society, the concept of health and maintenance has gradually penetrated into consumers’ life. However, in this highly competitive pharmacy market, the government policies and consumer ideology also have changed. It gets more attention on how to improve the performance of drugstore and its marketing strategies of the drugstores, even further to attract more consumers to have more transaction.
The purpose of this study is to understand how the drugstore applies services innovative to influence on the management and encourage the customer relationship. Moreover, to comprehend the marketing strategy of the drugstore, thereby enhancing their willingness to purchase the medicine and healthy products more. In this study, semi-structured interview method was used for data collection. This study also takes a chain drugstore as an example to explore the relationship between services innovation, customer relationship management, and purchase intentions. The interview participants are all from this chain drugstores. There are 4 supervisors of the chain drugstores and 4 managers and all of them have at least 8 years working experiences in this chain drugstores. All data have been analyzed by coding analysis.
The result discovers that after changing from traditional pharmacy to multi-operation drugstores, the shops sell not only medicine and skin care products but also provide innovative services to develop and maintain the customer relationship, such as online drug consultation, product selection and course experience in the form of Online\Offline. This study also provides the suggestion for the drugstore sector which innovative services has contributed more positive word-of-mouth and encouraged more consumption. Not only brick and mortar drugstore but also improve the profit of online shop specially in selling healthy products.
