AN INNOVATIVE INFORMATION AND RELATIONSHIP BETWEEN SERVICE QUALITY, CUSTOMER VALUE, CUSTOMER SATISFACTION, AND PURCHASE INTENTION

In response to extreme competition, traditional drugstores are being converted into a new kind of chain store, providing variety and convenience, offering multiple service, designed to maintain and nurture customer relationships. This means that such stores have had no choice but to change their business structure to deal with new challenges. The chain drugstore business has become popular in recent years since the founding of Watsons Taiwan, a pioneer and leader in the market, was founded in 1987. The purpose of the study is to explore the relationship between service quality, customer value, customer satisfaction and purchase intention in relation to chain drugstores. A survey of chain drugstores' customers in Taiwan was carried out and a total of 400 valid questionnaires were received. The results reveal a significant relationship between service quality, customer value, customer satisfaction and behavior intention, but an insignificant relationship between service quality and behavior intention. Meanwhile, overall service quality is not correlated with behavior intention, although reliability and personal interaction are significantly related to behavior intention. Hence, service quality can be said to influence behavior intention through the mediating variables of customer value and customer satisfaction.