National Cheng Kung University
Institute of International Management
Chinese customers’ satisfaction and dis satisfaction with service of chain drugstores in Taiwan
Final Project Report
Qualitative Research Method
Instructor: Prof. James Stanworth
Students: Tim Lin (RA7081185)
Vivienne Wang (RA7091041)
Bess Chen (RA7091130)
June 26, 2021
CONTENTS
INTRODUCTION 4 1.1 Research Background 4 1.2 Research Questions 5
LITERATURE REVIEW 5 2.1 Customer Satisfaction 5 2.2 Chinese Customers 6 2.3 Taiwan Chain Drugstore 6
METHOD 7 3.1 Methods 7 3.2 Sampling Plan 8 3.3 Time Schedule 8
DATA COLLECTION AND ANALYSIS 8 4.1 Interview Guideline 8 4.2 Data collection 10 4.3 Coding, Category, and Findings 11
CONCLUSIONS 16
REFERENCES 18
APPENDIX 19 APPENDIX A: INTERVIEW GUIDELINE 19 APPENDIX B: TRANSCRIPTS WITH CODING 21 Interviewee 1 21 Interviewee 2 23 Interviewee 3 26 Interviewee 4 29 Interviewee 5 30 Interviewee 6 32 Interviewee 7 33 Interviewee 8 36 APPENDIX C: CATEGORY OF CODING AND LABELING 41
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3 1. INTRODUCTION
1.1 Research Background
Since Taiwan launched the National Health Insurance in 1995 and Taiwan’s population ag eing has been increasing year by year. According to the aging index (the ratio of the number of eld erly people to the number of young people) calculated by the Ministry of the Interior in 2020, sinc e 2017 has been more than 100% (representing that the number of elderly people is more than the number of young people), it is expected to continue to climb to 127.8% by the end of 2020. In addi tion to the survey of household consumption items conducted by the Executive Yuan in 2018, the p roportion of health care expenditures has increased to 15.9%. Therefore, the research to understan d consumer satisfaction with pharmacies and related factors that affect satisfaction.
Taiwan drugstore channel has been entering the market since 1990. In order to meet the mar ket changes and competition, the drugstores have begun to adjust and integrate its service items, an d it is a chain that pursues health, beauty, life, and convenience. Drugstore gradually becomes a co mpound chain operation. There are a lot of different systems like foreign chain systems (such as W atsons and Borden chain drugstore); domestic chain systems (such as Cosmed, Yes chain and other chain drug stores) have entered the market; in addition, there are mutual strategic alliances betwee n pharmacies System (such as YMCA, Best, etc.); and the transformation from a traditional single- store drugstore to a chain drugstore (such as Mecome, Tin Tin, Bridge, Chyuan and Wholecome ch ain drugstore, etc.). The successive establishment of drugstores have brought Taiwan's drugstore ch annel industry into a new era.
The transformation of the drugstore is not only allowing consumers to have one-off purchase s of services but is willing to take more time to the drugstore’s consumption behavior. The drugs tore has begun to use beauty and health as their main appeal professionally, and they are also awar e that the population is gradually aging. Health care for the elderly has also become an important p art. Some drugstores have begun to set up a special zone for "Nursing Care Products for the Elderl y", and some pharmacists have begun to attend classes in health units to obtain licenses for "home care"; in addition, there are health insurance drugs under the universal health insurance system. Th e bureau pays more attention to the "professional" service image of pharmacists (students) personal ly practicing, so that people who come to consult and fetch medicines are more trustworthy. Then t he drugstore transformed into a chain business, integrating resources with chain operations, and sh aring resources by saving costs, economies of scale will be achieved, and operational performance will be improved.
In the drugstores, there are open shelves and spacious store spaces, so that customers are wil ling to come to consume and obtain the latest products and professional information; in professiona l consultation, drug stores have successively launched independent consultation spaces (Such as Co smed’s fitness consultation room, Watson's health center) provide consumers with one-by-one cu stomized consulting services. It can not only improve customer satisfaction and increase customer l oyalty, but also increase customer unit price and sales margin. In addition, drug stores used moder n information technology to introduce a membership system and conduct member data analysis to understand consumers' consumption behaviors and preferences.
4 Drugstores are facing different changes and challenges in the business systems, whether it is the rapid exhibition stores of foreign chain drug stores (such as Watsons), local consortium chain d rug stores (such as Cosmed, MOMO cosmeceuticals) and other regional drugstores that seize the c osmeceutical market (Such as Tin Tin drugstore, Tokyo drugstore, Bridge Drug, Woodpecker drug store), etc., have caused fierce competition among peers.
The market with huge business opportunities and fierce competition, the operation of the dru gstore in tangible conditions such as price transparency and convenience of location, the strategy h as also been upgraded to intangible services. The pursuit of customers becomes the ultimate goal o f enterprises. Due to the rise of consumer awareness, service quality directly affects consumers’ f eelings. Consumers’ perceptions are no longer limited to the tangible quality of the product, but f rom the traditional design, procurement, production, sales, after-sales service, and the overall imag e of the company.
Customer value cannot be ignored; therefore, how to achieve customer satisfaction, and then maintaining loyalty is definitely an important issue to the enterprises. Based on the above discussio n, we’re aimed to understand the factors of customer satisfaction in chained drug stores.
1.2 Research Questions
Our research question is “how Taiwanese people perceive satisfaction or dissatisfaction in chain drug stores from consuming experience?” Taiwanese people usually visit chain drug stores when they need something about medical or cosmetic products. There will be many interactions du ring the process of buying the products. For example, customers would ask the employee’s help t o find the product they need. Maybe, the customers feel happy because they get full support from t he employee. However, the emotional feeling may not reach the degree of satisfaction, because cus tomers may think it’s the employee’s duty to serve them. Another assumption is that the custo mers may have expectations about the products or services from previous experience. If the perfor mance of the products or services match the customer's expectation, it would make the customers f eel satisfied. And, that would be worth understanding how customers think about it. Hence, we’ d like to know what people think about the satisfaction or dissatisfaction in a chained drug store.
2. LITERATURE REVIEW
2.1 Customer Satisfaction
To understand what makes customers satisfied or dissatisfied with service is absolutely crit ical to the service enterprises. Customer satisfaction is generally associated with favorable outcome s from customers’ consuming experience. Satisfaction is also a measure of how happy a custome r is after finishing a consumption. It may simply be related to a product purchasing, a service deliv
5 ering, or the comprehensive overall store atmosphere. With satisfaction, customers will keep a goo d memory as a basic foundation, which creates customer loyalty to the particular store or brand, an d brings the following continuous repurchasing behaviour. On the contrary, with dissatisfaction, cu stomers may switch the consumption to another store or brand.
Furthermore, several survey-based studies of service satisfaction suggest that the human int eraction component of service delivery is essential to the determination of satisfaction or dissatisfa ction. Other researchers have found the human interaction component to be of importance in evalu ating professional services, medical services, and retail outlets. Similarly. experimental studies of s ervice satisfaction also have uncovered the importance of particular contact employee behaviors. (B itner et al., 1990) This means, human interaction between employee and customer is also critical to create customer satisfaction.
Therefore, through this study we aim to know “how people perceive their satisfaction or d issatisfaction of service in chain drug stores?” What are the critical attributes that create customer satisfaction, particular for chain drugstore business in Taiwan?
2.2 Chinese Customers
Most studies of service encounter or dimensions, such as SERVQUAL (Parasuraman et al., 1988), use western culture as a research context. A few studies have focused on Chinese customer response to service offers (Imre et al., 2002)(Stanworth et al., 2007). Chinese market of service ind ustries is starting to get attention from the world. The dimensions for assessing Chinese customer s’ perception is different from western ones. There are no one-size-fits-all rules to apply in servic e encounters under different culture contexts.
Chinese customers are more and more capable of purchasing power in this globalwide inter national village. Most worldwide brands or multinational businesses all see Chinese market as an i mportant target to earn their positions in it. While the Chinese are globally significant, we lack und erstanding of the service quality of these customers (Stanworth, 2015), as well as service satisfacti on. We should not use western criterias to assess the Chinese customers' perceptions of satisfactio n. Here we intend to know the criteria of customer satisfaction for Chinese customers. Our researc h will focus on and sample our target interviewees only Chinese customers. To check out what are the most important factors that influence their satisfaction of the service encounter, particularly in Taiwan’s chain drugstore, would be.
2.3 Taiwan Chain Drugstore
In response to extreme competition, traditional drugstores are being converted into a new k ind of chain store, providing variety and convenience, offering multiple services, designed to maint ain and nurture customer relationships. (Lee et al., 2011) In Taiwan, drugstore is actually called ‘d
6 rugs-cosmetic store’ (藥妝店yào zhuāng diàn). Not like traditional pharmacy (藥房Yào fáng/ 藥局Yào jú) only sell drugs, nor like the large-scale ones offering professional medical equipment, like the tools, machines, prescription medicines...etc. (Liu et al., 2016) The chain drugstore tends t o combine pharmacy, cosmetic, and daily consumer products together. The chain drugstore's origin al concept is believed to have started from Japan. It always attracts tons of people to Japan from T aiwan, China, Korea...etc. to shop in their drugstores.
The characteristic of Taiwan’s traditional pharmacy is that pharmacists can allocate medi cine to patients, while the chain drugstore’s pharmacists can’t. If a customer needs some profes sional medical or healthcare items, like a blood pressure meter, transcutaneous electrical nerve sti mulator, prescription medicines...etc. can only go to large-scale pharmacies. The advantage of this chain drugstore is it can offer 'over-the-counter drugs', like the medicine for colds, pain-killer, mu scle sore lysis...etc., while normal supermarkets or convenience stores may not have a special licen se to sell these.
Besides medical healthcare items, chain drugstores in Taiwan also sell cosmetic products. Most of them are open-shelf cosmetics, only a few are renowned brands equipped with a clerk to s ell their products specifically. The average price of the open-shelf cosmetics is quite fair and econo mical, and the display cabinet even offers free testing samples for trial. This is the different positio ning from department store famous fancy cosmetic brands. Customers can feel less burden while s hopping in the drugstore and freely try the test samples. And while customers need someone to con sult the product questions, there are always clerks around who can assist you.
In Taiwan’s drugstores, customers can buy daily basic medicine, economic cosmetics, da ily use products like tissue, shampoo, maxi pad...etc., and free professional recommendations. Som etimes customers have too many choices and don’t know what to choose, so they can consult the pharmacist or the expert-clerk to make the correct decision. Therefore, the customer satisfaction m ay come from the interacting service along with consuming behaviors. Especially now the drugstor e market in Taiwan is full of competition and most of them have less difference, and they are more in chain store style for dominating the market. This study is trying to evaluate how to build custom er loyalty through understanding the factors of customer satisfaction especially under the fierce co mpetitive drugstore market in Taiwan is crucial to chain service enterprises.
Our study focuses on the Taiwan chain drugstore industry. To identify the causes of both s atisfactory and dissatisfactory service encounters, and how Chinese customers perceive satisfaction or dissatisfaction in chain drugstores in Taiwan.
3. METHOD
3.1 Methods
We’ll have some interviews with people who have experience visiting or buying products in chain drug stores. The goal of the interview is to understand the determinants of how Taiwanese
7 people perceive satisfaction and dissatisfaction in chain drug stores. We'll also select critical incid ent techniques (CIT) to analyze the stories that we have from interviewees, and to see what we can get from those interviewee’s experiences.
3.2 Sampling Plan
Our sampling approach is purposive sampling which needs to select information rich cases and to find particular situations to study. We’re planning to interview Taiwanese people who hav e the experience of being served or buying goods from chained drug stores. The purpose is to find out the situation when customers perceive satisfaction or dissatisfaction from the chained drug stor es. That will be one on one interview, and we’d like to have 8 interviewees to share their stories.
3.3 Time Schedule
4. DATA COLLECTION AND ANALYSIS
4.1 Interview Guideline
In order to get the useful and valid answers from the interviewees, we designed an d adjusted a few times to make the most proper questions for the interview using in advan ce. Questions should be matched to our research objects or questions, and hopefully can h elp us guide out the proper conclusion from respondents’ answers. How to properly guid the interviewees to talk more about their perceptions and in-depth feelings is not an easy t
8 ask. We designed the interview guideline with open-end questions, and through face to fa ce interviews we interviewers will encourage the interviewees not to answer in short sente nces.
Our interviewees are all Chinese (Taiwanese) people. All respondents were asked in Chinese, which is their practiced language, to describe both their satisfying and dissatis fying incident experiences.
Opening Key Points: 1. Self introduction to interviewee: We are on-the-job-learning graduate students in NCKU, IMBA. 2. Research background briefing: Taiwan now has a lot of chain drugstores, like Watsons, Cosmed, +Tomod’s, Matsumoto KiYoshi(松本清). C ustomers sometimes feel satisfied with the goods and se rvices of these drugstores. Sometimes they particularl y prefer one store brand due to some specific reasons. 3. Interview purpose: We would like to know interviewee’s perceived satisfaction a nd dissatisfaction with the service of chain drugstores in Taiwan. Especially the sh opping experiences and perspectives as a service receiver. 4. Time and recording permission: Interview time will be about 10-15 minutes. Ask permission for voice recording.
Key Questions: 1. (Easy entry question, to ease interviewee’s nervousness) When is the last time y ou go to a chain drugstore? - How often do you go to this kind of chain drugstore? 2. (To check what sorts of products attract interviewees to visit) What kind of produ cts do you usually buy from chain drug stores? - May you tell us some items you buy most often? 3. (To check what factors make brand loyalty) Do you choose any particular chain d rug stores for shopping habits? - What is(are) the important factor(s) of your choice? 4. (To check if any interaction experience makes customers satisfied or dissatisfied) Can you tell me/us about an interaction in a drug store that left you feeling particu larly satisfied or dissatisfied? - May you tell us one or two examples? 5. (To check and shrink the range to the particular interaction between customers wit h an employee or pharmacist) Think of a time when you had a particularly satisfie d interaction with the employee or the pharmacist in a chain drugstore. - What did the employee do or say? - What circumstances lead to the interaction? 6. (Probing question, to dig more) Could you please share your most impressive exp erience with us when you’re in chain drug stores?
9 7. (Comparison with similar but different business) Why do you choose chain drug s tores instead of the retail supermarkets (like PX Mart)? - What characteristics or factors make you go to chain drug stores? 8. (Overall conclusion of feeling of service) What do you think of the above positive and negative experience of shopping in a chain drugstore? - How will you summarize the service of chain drugstores?
Closing Key Points: 1. If there are any related questions we did not ask here, please agree to accept our further co ntacts again. 2. Or, if there is something the interviewee forgot to tell us or would like to tell us more, plea se feel free to contact.
4.2 Data collection
The 8 interviewees are Taiwaness people who have the experience buying products or bein g served from chain drug stores. We searched the potential interviewees via our friends, and some of the interviewees are our personal friends, family members, or office colleagues. Even though we know the interviewee, we still send a formal email to introduce our background (NCKU students) a nd the purpose of the interview. We also offered our question guideline so that they can know wha t kind of question could be asked in advance. All of the interview contents are recorded with a reco rder with mic and have been transcripted into word files. We also have categorized documents whi ch preserved these transcriptions.
Interviewee # Gender Nationality Interview time
1 Female Tainan, Taiwan 20 mins
2 Female Kaohsiung, Taiwan 30 mins
3 Female Kaohsiung, Taiwan 15 mins
4 Female Tainan, Taiwan 15 mins
5 Female Tainan, Taiwan 15 mins
6 Male Tainan, Taiwan 20 mins
7 Male Chunghua, Taiwan 15 mins
8 Female Tainan, Taiwan 20 mins
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4.3 Coding, Category, and Findings We have a memo coding for every transcription. We discuss how to name the code properl y, and have a definition for every code. We also have a data excerpt which shows the correspondin g sentences from the transcription and check how these sentences fit our coding.
There’re in total 73 open codings, and some of the codings have a similar definition. For the codings with similar definitions, we discussed how to name the categories properly, and to gro up the codings together. For example, we have a few codes like different product range, product v ariety and complete product on the shelves are categorized to Product availability. Through the cat egory, we can group every similar coding together, and to understand how Taiwanese people perce ive satisfaction or dissatisfaction from the service of drug chain stores. There are 7 categories in thi s research which are Product Availability, Environment, Promotion, Active Service, Chin-Chieh, P rofessional, and Price. Here are our findings below.
1. Products availability The drug chain stores like Watson or Cosmed not only sell medical and makeup products, but also sell daily necessities. The rich choices help customers find the products they need easily. It also offers the convenience for customers to find all the products they need in one place. Another negative finding is that the vast number of products would intimidate custo mers, because they would not know where to start searching for the product they need.
- can buy the products that I need; no matter if it’s medicine or daily necessities w hich are cheap and available in drug stores, it would make me perceive positive sh opping experience Interviewee#3 - the positive is that almost all daily essential products for beauty, medicine, first-ai d, and hygiene are in one store for your convenience Interviewee#4 - The diversified products are also good for me because I can buy the daily necessiti es I need at one time. Interviewee#6 - I find chain drugstores that have several floors or take up a large surface area very impressive, but it can be intimidating to walk into, because of the vast number of p roducts there are Interviewee#4 - Mostly I buy male skin care products, or shower products. Sometimes I buy medici nes Interviewee#7 - most of time I buy cosmetic and makeup such as eye shadow, liquid foundation, li pstick, face wash, lotion and so on
11 Interviewee#8
2. Environment The environment includes 2 dimensions. One is from the inside which serves spacious spac e and light music to make customers feel comfortable. Another one is from the outside whi ch is about the location and parking space. Easy parking space provides customers with co nvenience.
- Spacious and bright stores can make consumers have a pleasant consumption experience. I suggest that the chain drug stores can try to play light music to create a relaxed and pleasa nt shopping environment Interviewee#6 - I go to Watsons the most, because it is close to me and I have membership there. Location is an important factor for me Interviewee#4 - Watsons does a great job in product display , and it has male products corner. And it wo n’t change the display space very often Interviewee#8 - In the Watsons there is quite peaceful of quiet shoppers, no aloud eldly or children. I like the peaceful place to choose the thing I want by myself Interviewee#8
3. Promotion Promotion means some events in chain drug stores which serve customers with some disco unts may bring positive response from customers.
- I will choose the one which has special events or discount periods Interviewee#2 - Normally I liked Watsons more than Cosmed in the past due to it having more promotion activities (to purchase $488 then you can get the discount) and has varieties of products Interviewee#5
4. Active service It occurs when a customer is in need of help, but they don’t know where to start the ques tion. Then, the hesitation would hinder the customer’s shopping process. Employees may observe customer’s behavior and come to assist actively at the proper time. It not only so lves the issue of the shopping process, but also makes customers perceive satisfaction.
- The employee of the drug store actively asked me whether I needed any assistance Interviewee#1
12 - if the employee actively asks me concerns my search, and tries to help me, I will feel happ y and satisfied with it Interviewee#2 - I was looking for some products, then the employee came to introduce the products and ga ve me her personal experience opinions Interviewee#2 - when the employee notices I've been looking for some products for a long time, he would come to ask you if you need any help. Usually, when I go into the store, the employ will a ctively ask if you need any help Interviewee#3 - one of the clerks in the Cosmed treated me badly, she just ignored me when I asked her so me questions about the products. Interviewee#8
5. Chin-Chieh It’s a bit familiar, friendly, and polite in Chinese. Chinese people tend to be treated with a chin-chieh attitude. It will create trustworthy consumption behavior and repurchase.
- when the employee is able remind me some notes about when or how to use the medicine or makeup product, it would make me feel kind and friendly Interviewee#3 - That package difference made me confused. Then, I asked the employee, and he explained the difference friendly Interviewee#3 - I felt she was so thoughtful and patient Interviewee#4 .
6. Professionalism Chain drug stores offer particular products, like cosmetics or medicines, so professional su ggestions usually bring service satisfaction for customers. Well trained employees serve cu stomers in the proper way which leads to satisfaction. On the other hand, a failed trained e mployee would lead to dissatisfaction.
- She helped me save time to find the products I need Interviewee#1 - the employees in retail stores need to know all the perishable foods, vegetables, and all sor ts of products. I think drug stores are much more professional in average levels compared with retail supermarkets Interviewee#2 - There were customers asking a lot of questions and the lineup became long Interviewee#3
13 - My friend responded he seems to have a stiff neck, and he feels sore. The employee sugge sted that the ointment would be more effective than patches Interviewee#3 - The employee asked me how long the boat trip was. I told him around 30 minutes, and the n he gave me one of pills which the effective would be not too strong. The employee may help me identify which one is suitable for me. That makes me feel impressive Interviewee#3 - Not to bother the customer unless they have questions Interviewee#5 - To help the customer checkout with patience and quick. Interviewee#5 - I felt that the clerks in Cosmed can provide the suggestion professionally and with politene ss. Interviewee#5 - Most of the time I feel they are truly kind and professional. Interviewee#6 - When the employee kept introducing products to me, I did feel dissatisfied. Interviewee#7 - I will choose the new products which were introduced from the clerks if they can provide t he professional opinions to me Interviewee#8 7. Price. Chain drug stores not only offer special products but serve with low prices, compared with normal retail stores. Customers may compare prices with different stores. Getting the chea pest cost leads to a positive response from customers.
- generally speaking, the price of the products that I usually bought in Watsons is ch eaper than the retail supermarkets Interviewee#2 - If possible, I’d like to choose the store which serves a lower price Interviewee#3 - the best attribute that attracts me to Watsons is its Watsons brand products offer ec onomic price but with good quality Interviewee#8 - the price was not expensive and there are many kinds of styles Interviewee#8
Category Category No Codes Findings
14 Products Availabil 1 Cosmetics, skin care p 1. Rich choices which help customers fin ity roducts, medicines d the product they need.
2. Offering the convenience for customer s to get the products in one place.
Environment 2 Spacious space, musi From the inside, spacious space and light c, parking, location, d music serves comfortability to customers. ecoration From the outside, easy parking environm ent serves the convenience for customers
Promotion 3 Special activity, speci Some events in chain drug stores which s al discount, free to try erve customers with some discounts may sample bring positive response from customers.
Active service 4 Active assistance, pric Employees may observe customer’s be e information, better a havior and come to assist actively at the p dvise roper time which makes customers percei ve satisfaction.
Chin-chieh 5 Friendly, consideratio Chinese people tend to be treated with a c n for needs of other p hin-chieh attitude. It will create trustwort eople hy consumption behavior and repurchase.
Professionalism 6 Consultant ability, bet Chain drug stores offer particular product ter suggestions, knowl s, like cosmetics or medicines, so profess edge of the products ional suggestions usually bring service sa tisfaction for customers.
Well trained employees serve customers i n the proper way.
15 Chain drug stores not only offer special p Price 7 Lower price, cheaper roducts but serve with low prices, compa red with normal retail stores. Getting the cheapest cost leads to a positive response from customers.
5. CONCLUSIONS
Through the above findings, we notice what makes Taiwanese customers perceive satisfaction an d dissatisfaction in chain drug stores are mainly Active Service and Professionalism. Active servic e occurs when customers just come into the store or are in need of help, and the employee comes t o assist in time which leads to satisfaction. On the other hand, there’s a case which shows the ign orance of the customer’s help will lead to dissatisfaction. Professionalism is another element whi ch is related to satisfaction and dissatisfaction. Most of the interviewees mention the professional s uggestion helps them to get the products they need, or to help customers solve their problems. We also notice a negative case which is about a failed trained employee who keeps introducing the pro ducts which makes the customer feel dissatisfied.
For the other five elements of product availability, environment, promotion, Chin-Chieh and p rice, we still can’t confirm if these are the elements of how customers perceive satisfaction or dis satisfaction. Product availability brings convenience to customers, but we can’t see any phenome non about satisfaction or dissatisfaction via the findings. Environment serves convenience (parking service) and comfortability. Promotion, Chin, chieh and price lead to positive response from custo mers, but there’s no satisfaction or dissatisfaction in these situations.
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17 6. REFERENCES
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Bhatnagar, N., Lurie, N., and Zeithaml, V. (2003), “Reasoning about online and offline service e xperiences: the role of domain-specificity in the formation of service expectations”, NA -Advances in Consumer Research, 30: 383-384.
Johnston, R. (1995), “The determinants of service quality: satisfiers and dissatisfiers”, Internati onal Journal of Service Industry Management, 6(5): 53-71.
Lee, W.I., and Lee C.L. (2011), “An innovative information and relationship between service qua lity, customer value, customer satisfaction, and purchase intention”, International Journa l of Innovative Computing, Information and Control, 7(7A), 3571-3581.
Liu, S.H., Wang, C.H., Tsai, J.Y., and Fang C.T. (2016), “FAHP for evaluating the service qualit y of chain drugstore”, International Journal of Computer Science and Engineering (IJCS E), 5(2), 45-56.
Mehmood, W., and Shafiq, O. (2015), “Impact of Customer Satisfaction, Service Quality, Brand Image on Purchase Intention”, An International Peer-reviewed Journal, 15: 174-186.
Oliver, R.L. (1980), “A Cognitive Model of the Antecedents and Consequences of Satisfaction D ecisions”, Journal of Marketing Research, 17(4): 460-469.
Oliver, R.L. (1997), “Satisfaction: A behavioral perspective on the consumer”, New York: Mc Graw Hill International Editions: 2-7.
Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1988), “SERVQUAL: A multiple-item scale f or measuring consumer perceptions of service quality”, J Retail, 64(1): 12-40.
Ralph, L. Day, and Muzaffer Bodur (1978), “Consumer Response to Dissatisfaction With Service s and Intangibles”, in NA - Advances in Consumer Research, 5: 263-272.
Stanworth, J.O. (2009), “Developers and terminators in hypermarkets’ relationships with Chine se customers”, Asia Pacific Journal of Marketing and Logistics, 21(2): 280-293.
Stanworth, J.O., Hsu, R.S., and Chang, H.T. (2015), “Interpersonal service quality of the Chines e: determinants and behavioral drivers”, Service Business, 9: 515-540.
Walker, J.L. (1995), “Service encounter satisfaction: conceptualized”, Journal of Service Marke ting, 9(1): 5-14.
18 APPENDIX
APPENDIX A: INTERVIEW GUIDELINE
THE STUDY OF: SCHOOL: CHINESE CUSTOMERS’ SATISFACTION NATIONAL CHENG KUNG UNIVERSITY AND DISSATISFACTION WITH SERVICE INSTITUTE OF INTERNATIONAL MANAGE OF CHAIN DRUGSTORES IN TAIWAN MENT
INSTRUCTOR: COURSE: PROF. JAMES STANWORTH QUALITATIVE METHODOLOGY RESEARCH
INTERVIEWER: INTERVIEWEE: TIM, VIVIENNE, BESS
DATE / TIME: LOCATION:
Opening
Hello, ______,
My name is ______, my research group partners and I are on-the-job graduate students i n NCKU, IMBA. Thank you for your time and your willingness to participate in this conversation.
Taiwan now has a lot of chain drugstores, like Watsons, Cosmed, +Tomod’s, Matsu moto KiYoshi(松本清). Customers sometimes feel satisfied with the g oods and services of these drugstores, sometimes not. Or they part icularly prefer one store brand due to some specific reasons.
In our research, we would like to understand better about ‘how you perceive satisfaction and diss atisfaction with the service of chain drugstores in Taiwan’. I am particularly interested in your ex periences and perspectives as a service receiver. I would like you to share your experience of cons uming at the chain drugstore.
This conversation plans to last for about 10-15 minutes. If you wouldn’t mind, please allow me t o record during our conversation. This conversation will be anonymous, and the information that y ou provide will only be used in academic research for qualitative methodology research.
So far, do you have any questions about this conversation?
I truly appreciate in advance your assistance in providing important insights on this topic from you r perspective. Thank you.
Main Questions
19 1. When is the last time you go to a chain drugstore? - How often do you go to this kind of chain drugstore?
2. What kind of products do you usually buy from chain drug stores? - May you tell us some items you buy most often?
3. Do you choose any particular chain drug stores for shopping habits? - What is(are) the important factor(s) of your choice?
4. Can you tell me/us about an interaction in a drug store that left you feeling particu larly satisfied or dissatisfied? - May you tell us one or two examples?
5. Think of a time when you had a particularly satisfied interaction with the employe e or the pharmacist in a chain drugstore. - What did the employee do or say? - What circumstances lead to the interaction?
6. Could you please share your most impressive experience with us when you’re in chain drug stores?
7. Why do you choose chain drug stores instead of the retail supermarkets (like PX Mart)? - What characteristics or factors make you go to chain drug stores?
8. What do you think of the above positive and negative experience of shopping in a chain drugstore? - How will you summarize the service of chain drugstores?
Closing Thank you for your time and participation. I have finished asking all our above questions. But after this interview, if there’re still some related questions, I hope you don’t mind that we may conta ct you again. Just in case we missed some important questions. Or if you find out something more you would like to tell us, you may reach us through this email address ______. Deeply appreciate your precious answers again. It would be greatly helpful for our course project r esearch. Thank you so much.
20 APPENDIX B: TRANSCRIPTS WITH CODING
Interviewee 1 Interviewer: Vivienne Wang Nationality: Tainan City, Taiwan Gender: Female Date/Time: 2021/05/04 19:15 Location: Her home
Interviewer: Hi, I’m so lucky that you were in Tainan tonight. I think I made the call at the right time.
Interviewee 1: Yeh, due to Mother's Day, I had a plan to treat my mom today. What’s your inter view about? Will it be too difficult to answer?
Interviewer: No, it won’t. You know, just because I’m studying in NCKU, and this is a group- project report of one of my courses. And this course is mainly about Qualitative Research Method s. Qualitative actually means better not to use digital numbers to do the research report, so, we will use through description to understand people’s thinking or behavior. Not easy to explain, but I’ d like you to say more about your feeling of the service you perceived in a chain drug store.
Interviewee 1: Um… ok, I will try my best. But I assume it is a yes or no question, or some option s that I can choose. Since no, I will try my best to help.
Interviewer: Love you. Ok, now, let me introduce this project in adv ance. We are a group of three. And this research topic is about serv ice satisfaction of shopping in chain drug stores like Watsons, Cos med, +Tomod’s whose signboard is with big red “藥"(medicine) on it, or the Matsumoto KiYoshi(松本清) which its signboard is in yellow a nd usually in north of Taiwan.
We’d like to understand better about how people perceive satisfaction and dissatisfaction with th e service of chain drug stores in Taiwan. So, we are interested in your experience and perspectives as a service receiver. Please share it with us. This interview will last for about 10-15 minutes. If yo u don’t mind, please allow me to take the voice recording just in case I forgot what you said. An d this voice recording will not be submitted to the Professor or anyone and this conversation will b e anonymous. The information you provide will only be for our research. OK?
Interviewee 1: Aeh, ok, good.
Interviewer: So, you see, only 8 questions, not too much. Don’t worry. Let me start the 1st questi on now. Ok, when is the last time you go to a chain drugstore? And how often do you go to this k ind of chain drugstore?
21 Interviewee 1: Well, actually, just today I visited one. Usually once a week I visit the drugstore [fr equency: once a week, kind of often].
Interviewer: Easy to answer, right? Ok, then the 2nd question. What kind of products do you usual ly buy from chain drug stores? May you tell us some items you buy most often?
Interviewee 1: Ok, My habit is that I usually go to the open shelves of cosmetics areas first, then l ook at or browse the cosmetics that particularly attracted me, then see whether anything I would li ke to buy [browse cosmetics first]. After that I usually go to see some skin care products, for exam ple the body lotion, hand cream...something like that [skin care products second]. But I have to say that I rarely go to the daily commodities area, like the shampoo, shower gel, hairdressing items...et c [doesn’t buy daily consumptions here]. That’s my shopping habits and items I used to buy.
Interviewer: Got it. So, do you choose any particular chain drugstore like Watsons or Cosmeds? W hat’s the important factor that makes your preference?
Interviewee 1: Yes, I think I did. I prefer Watsons [particular brand favored], because its space is more spacious [spacious space]. I don’t like the environment of Cosmed, it’s too narrow and to o crowded for its commodities display.
Interviewer: Same feelings here. I prefer Watsons, too. Then Can you tell me about an interaction i n a drug store that left you feeling particularly satisfied or dissatisfied?
Interviewee 1: Satisfied? Umm... yes, I remember that one time I felt satisfied while the employee of the drug store actively asked me whether I needed any assistance [actively offer assistance]. I fe lt ‘chin chieh’ and friendly at that time . She helped me save time to find the products I need [c hin-chieh, friendly, save time]. Oh, then I got another example of one time, I found a hand cream of a particular brand that I already looked at for a long time. Then I found it in a Taichung Watson s branch, I felt so happy and satisfied about it. That’s not easy to get but I found it [same product display module so it is possible to find the item in another branch]. As I mentioned before, I prefer Watsons, so, no matter which city I am in or stay in, I always choose Watsons to shop [branch mo dule is the same to make people rest assured].
Interviewer: Indeed, you are so lucky. I’m a hand cream lover as well. I like to collect hand crea m while travelling or anytime. We are so similar. Ok, let’s move on to question no.5 . Think of a time, when you had a particularly satisfied interaction with the employee or the pharmacist in a ch ain drug store. What did the employee do or say? What Circumstances lead to the interaction?
Interviewee 1: Ummm…. with an employee or pharmacist? Let me think about it. Ok, I think ther e is an example. Just like today, I went to find some skin care products, then one employee, I’m not sure whether she is the in-store cosmetic specialist or just a normal employee, she introduced t he products very carefully [professional], including how to use it, when to use it, what process afte r using it, and actively offered me some special set prices [actively offer special price]. At the end, we even become “line” friends.
Interviewer: Wow, it’s quite a good experience. Friendly employees are always helpful and can make customers satisfied. And you are so lucky to meet one. Great, now we have the satisfaction f
22 eeling with the store, and the particular interactive feeling with the store person. Now, could you p lease share your most impressive experience of shopping in a chain drug store?
Interviewee 1: Most impressive experience? No, I can’t remember one. I think everything is quit e normal and common for my shopping experience. Oh, maybe I can say one example and you see whether this is an impressive experience? Once I went to Watsons, while I was going to the counte r for payment, the employee actively told me the product I bought is buy one get one free [actively advise]. I was so happy about it. And use the same price to get two products.
Interviewer: Wow, so nice. I know they sometimes have this kind of buy one get one free activity. But you did not notice that, and they told you actively. It's quite helpful. So, now, this is a compari son question, why do you choose chain drug stores instead of the retail supermarkets (like PX Mar t)? What characteristics or factors make you go to chain drug stores?
Interviewee 1: I think they are different. The character of a chain drug store is different from the re tail supermarket [character is different]. Although PX Mart also sells some items of skin care prod ucts, it doesn’t have too many choices, neither has cosmetics and medicines. Besides, there are m any branches of Watsons, so it’s easy to reach and get the products I want. Pretty much convenie nt. For the PX Mart, I usually go to buy the vegetables or cooking related products [different prod uct range]. For the service, I think Watsons employees are more professional about their products or activities [drugstore employee is professional], while PX Mart ones tend to mainly do replenishi ng goods onto the shelves.
Interviewer: You are right. I think this way, too. Ok finally we are reaching the last question, What do you think of the above positive and negative experience? Oh, no, you don’t have negative me mories, good, then, tell me how you summarize the service of chain drug stores?
Interviewee 1: Ummm… oh, this question is tough. I think. I think the importance of the chain dru g store is… it has a necessity to exist, to me. Sometimes I will go to try the cosmetics trial sample s then search the products online for a cheaper price [freely to try the samples]. haha. And since it is a ‘chain’ drug store, it will be very easy to find in another city. While I go traveling or stayin g in another city, I always know where to find the products I need [‘chain’ access is easy for c ustomers to find products].
Interviewer: Great! We finished all the questions. Hooray! Thank you so much for your time and p recious answers. If I have any further questions I may contact you again, haha.
Interviewee 2 Interviewer: Vivienne Wang Nationality: Kaohsiung City, Taiwan Gender: Female Date/Time: 2021/05/07 12:30 Location: KFC
23
Interviewer: Hi, do you prefer to start the interview now or after lunch?
Interviewee 2: Hey, it’s my first time to have lunch with you. Have had a long while not to have lunch with colleagues. I think we can start it after lunch. Let’s enjoy our meal first.
Interviewer: OK, but maybe I can introduce a little bit about our report project to you during the lu nch talk. OK? You just keep eating. Actually I am studying in NCKU now. This is a term report o f one of my courses. This course is mainly about Qualitative Research Methods. My group has thr ee people, each one of us in charge of interviewing two people. Qualitative means we mainly use words to describe the feeling of our perception, instead of digitals or statistical numbers. So, mayb e later you can tell me more about your feelings.
Interviewee 2: OK, I will try.
(20 minutes later after eating and chatting.)
Interviewer: Well, let’s start the interview now. This interview may take about 10-15 minutes. O ur topic is about Taiwan’s chain drug stores, like Watsons, Cosmed, +Tomod’s, Matsumoto Ki Yoshi, the last one mainly in the north of Taiwan. Customers sometimes feel satisfied with the goo ds and services of these drugstores, sometimes not. Or they particularly prefer one store brand due to some specific reasons.
So, our research is trying to understand how people perceive satisfaction and dissatisfaction with t he service of chain drug stores in Taiwan. Please share your experience with us.
If you don’t mind, I will record the voice only for memory, in case I forgot some content of it. I won’t submit it to the Professor and your opinion will be anonymous, and the information you pr ovided will be for our research only. OK?
Interviewee 2: OK.
Interviewer: Great, then we start the 1st question now. It’s quite easy to answer. When is the last time you go to a chain drugstore? And how often do you go to these kinds of chain drug stores?
Interviewee: Well, just a few days ago, I went to visit Watsons. And not particularly how often I g o visiting it. But I only can say maybe at least once a month I will go buy something [frequency: o nce a month, not very often].
Interviewer: Ok, then while you visit the chain drug store, what kind of products do you usually bu y? May you tell us some items as examples?
Interviewee 2: Umm… Usually I buy daily commodity products, like shampoo, body wash, face w ash products and menstrual pads or related products [buy daily commodities]. And skin care items, like toning lotion, moisturizing lotion...something like that [or skin care products].
Interviewer: Ok, got it. So, do you choose any particular chain drug stores for shopping habits? W hat are the important factors of your choice?
24 Interviewee 2: Umm…. no, I don’t think I have a preference to choose a particular brand of chai n drug store for shopping habits [no brand loyalty]. I will choose the one which has special events or discount periods, or the products I need only in chain drug stores. Then I will choose it to shop for [purchase habits follow store activities].
Interviewer: But how do you know there are some special discount activities?
Interviewee 2: Oh, they will send the messages, like if one purchase amount reaches 488 dollars o n Wednesday can get some discount, something like that [special activity offers special discount].
Interviewer: Wow, got it. Quite nice. I never noticed that. Then, we are in question no. 4 now. Can you tell me about an interaction in a drug store that left you feeling particularly satisfied or dissatis fied?
Interviewee 2: Satisfied?
Interviewer: Like maybe one time after shopping in chain drug stores, what makes you feel very h appy about the store, or very unhappy, this kind of experience.
Interviewee 2: Oh, Ok. I think I like to see the products being replenished on the shelves, instead o f out of stock [like to see complete products on shelves]. Because I don’t like to ask the clerks to check the stock [don’t like to ask the clerk]. I prefer if not necessary not to ask people. But if the employee actively asks me [to interact with the employee], concerns my search, and tries to help me, I will feel happy and satisfied with it [prefer to receive active service].
Interviewer: I see. Then, think of a time, when you had a particularly satisfying interaction with th e employee or the pharmacist in a chain drugstore, what did the employee do or say? What circum stances lead to the interaction?
Interviewee 2: Ummmmm…… I don’t think I have a particular memory of this. Everything is fi ne with my shopping experience.
Interviewer: It;s Ok. Then could you please share your most impressive experience when you shop in chain drug stores?
Interviewee 2: Ummmm…..impressive experience? Ok, maybe one time I was looking for some pr oducts, then the employee came to introduce the products and gave me her personal experience opi nions [active helping], and even introduced another same function products but with cheaper price and better internet comments [offer better choices]. I really like her recommendation.
Interviewer: Wow, you are lucky to meet one nice employee. Great! Then why do you choose cha in drug stores instead of the retail supermarket (like PX Mart)? What’s the characteristics or fact ors making you go to chain drug stores? Do you feel any similar or different service between the m?
Interviewee 2: I think generally speaking, the price of the products that I usually bought in Watson s is cheaper than the retail supermarkets [price is cheaper]. Besides, the clerks in chain drug stores are basically more understanding of the products of cosmetic and skin care. On the contrary, the e mployees in retail stores need to know all the perishable foods, vegetables, and all sorts of product
25 s. I think drug stores are much more professional in average levels compared with retail supermark ets [more professional].
Interviewer: I think so, too. So, finally come to the last question. What do you think of the above p ositive and negative experience of shopping in chain drug stores? How will you summarize the ser vice of chain drug stores?
Interviewee 2: I think a chain drug store has its importance in daily life. And it is better if at least one exists in the radius of our life circle. People can feel rest assured and convenient while they ne ed something to buy from [feel rest assured].
Interviewer: OK, great, that’s it. We finished all the questions. Thank you so much for your tim e. Let me turn off the recorder.
Interviewee 3 Interviewer: Tim Lin Nationality: Kaohsiung City, Taiwan Gender: Female
Interviewer: When is the last time you go to a chain drug store?
Interviewee: The last time I visit a drug store was 3 months ago
Interviewer: How often do you go to the drug store
Interviewee: Hm… around half of a year
Interviewer: Okay! What do you usually buy from the drug store?
Interviewee: I usually buy medicine products, such as wakamoto (stomach medicine), muscle and j oint spray, and drugstore makeup. I also buy shampoo, face wash when my inventory is going to r un out.
Interviewer: Do you have the habit of choosing any particular chained drug stores?
Interviewee: No, I don’t have the habit of choosing any particular stores, because there are so ma ny drug stores which offer the same service nearby my dorm. I’m not picky on any certain store s. However, I’d prefer the store which is easy to park [Easy for parking].
Interviewer: Okay understood! Except for the element of parking, are there any other elements that affect your preference?
Interviewee: Hm… Probably, discount and lower pricing. If possible, I’d like to choose the store which serves a lower price.[People like to compare the pricing and choose the cheapest one]
26 Interviewee: Can you share with us your experience about the interaction in drug chain stores that you feel particularly satisfied or dissatisfied with?
Interviewer: One time I went to buy a wakamoto. There were two types of packages which were w hite and brown. If you don’t check the differences from the Internet, it would be difficult to ident ify which package may meet your needs. Because my inventory was going to be used up, I needed to buy some more wakamoto. That package difference made me confused. Then, I asked the empl oyee, and he explained the differences in a friendly [Friendly explanation]. That helped me find th e product I needed. That made me feel satisfied.
Interviewee: So you would hope there’s always an employee who is able to support you to find t he product you need
Interviewee: Yes!
Interviewer: Okay! Could you share another example?
Interviewee: Last time I accompanied my friend to go to drug stores. He got a stiff neck during a b usiness trip. He wanted to buy some patches, so we asked the employee if they have patches. The employee asked him what his symptoms were. My friend responded he seems to have a stiff neck, and he feels sore. The employee suggested that the ointment would be more effective than patches [Need employees to offer their suggestion]. Finally, my friend bought the ointment, and that’s re ally helpful to solve his problem.
Interviewer: Think of a time when you had a satisfying interaction, what did the employee do or sa y make you feel satisfied?
Interviewee: I think when the employee is able to remind me some notes about when or how to us e the medicine or makeup product, it would make me feel kind and friendly [remind the user how or when to use the product]. For example, some medicine would need to be used after food. The e mployee would tell you that you should use the medicine after food, It is very helpful for me.
Interviewer: So you would hope the employee offers some helpful advice which would make you feel satisfied with their service.
Interviewee: That’s right!
Interviewer: Could you share with us what circumstance would lead to the interaction?
Interviewee: Probably, when I just go into the store, the employee may ask how I can help you. O r, when the employee notices I've been looking for some products for a long time, he would come to ask you if you need any help. Usually, when I go into the store, the employee will actively ask i f you need any help [Actively offer the help]..
Interviewer: Okay! The employee would need to ask if you need help actively which would lead to the interaction.
27 Interviewee: Correct!
Interviewer: Could you share with us the most impressive experience when you’re shopping in a drug chained store?
Interviewee: Most impressive experience… Hm…. Let me think of it….
Interviewer: Don’t worry. You can share either good or bad experiences.
Interviewee: Most of the experiences are good. Just like I shared before. If I ask the employee, the y may give me some suitable advice. [ask for help, and get suitable advice]. I remember one time before I traveled to Xiao Liuqui. I needed to take a boat, so I wanted to buy some sea sickness pill s. Because there were so many brands, I didn’t know which one was suitable for me. The emplo yee asked me how long the boat trip was. I told him around 30 minutes, and then he gave me one of pills which the effective would be not too strong. The employee may help me identify which on e is suitable for me. That makes me feel impressive.[Employee knows what products are suitable f or customer after consultancy].
Interviewer: You mentioned you also buy some daily necessities like shampoo, face wash from dr ug chain stores. Could you share with us what factors make you go to drug chained stores instead of retail stores?
Interviewee: When my inventory of daily necessities are going to be used up, I will keep that in m y mind. When I go to drug chain stores, I would buy these daily necessities together. [The conveni ence to allow customer purchase daily necessities together]
Interviewer: Okay. One last question, what do you think of the above positive or negative experien ce of shopping in a chained drug store?
Interviewee: Hmm.. For a positive experience I think if I can buy the products that I need; no matt er if it’s medicine or daily necessities which are cheap and available in drug stores, it would mak e me perceive a positive shopping experience. [To suggest the exact products that customers nee d.]. For negative experiences, I don’t have this kind of experience. Maybe, the attitude which is not patient or not friendly, it would affect my mood and lead to negative experiences.
Interviewer: How will you summarize the service from the chained drug store?
Interviewee: If I were the employee, I would try to understand what my customer needs, and try to offer the service they need. I think that is the best service. Of course, before the service, I need to understand my products. The same goods would have different brands and packages, so I need to u nderstand what makes them different so that I can help my customers[ Professionalism is the most important for the service in drug chained stores]. To summarize, the employee is critical for the se rvice, because they need to know the differences between the products.
Interviewer: Thank you so much for today’s interview. I have finished my questions today. After
28 this interview, I’d hope we can keep the communication open in case we missed any important q uestions. Thank you!
Interviewee 4 Interviewer: Tim Lin Nationality: Tainan City, Taiwan Gender: Female
Interviewer: When is the last time you go to a chain drugstore?
Interviewee: I went to a chain drug store on Saturday May 8th. I go often when I need to buy some thing.
Interviewer: What kind of products do you usually buy from chain drug stores?
Interviewee: I buy make-up and other beauty products.
Interviewer: Do you have any preference of particular chain drugstores?
Interviewee: I go to Watsons the most, because it is close to me and I have membership there [Loc ation is nearby the house]
Interviewer: What are the important factors for you?
Interviewee: Location is an important factor for me.
Interviewer: Can you share with us some of the interactions that left you feeling particularly satisfi ed or dissatisfied? Maybe one or two examples.
Interviewee: I have been in small chain drug stores where there are only two cash registers. There were customers asking a lot of questions and the lineup became long.[Took long time to handle a part of customers, and ignored other customers] It left me a little unsatisfied, because I have to wa it for long time even though I am just buying a few product.[waiting/ inconvenience lead to dissati sfactory]
Interviewer: Imagining when you had a particularly satisfied interaction with the employee or the pharmacist in a chain drugstore. Could you share with us what the employee said and what events led to interaction?
Interviewee: Well…Usually, I do not need help finding make-up or beauty products, but one time I needed to buy a band-aid and I was in a hurry, I asked a store clerk, and she took me to the secti on right away. [The clerk brings the customer to the section ] I was satisfied that she brought me t o the section herself instead of telling me where it is.
29 Interviewer: What is the most impressive experience when you’re shopping in chain drug stores?
Interviewee: Hm… I find chain drugstores that have several floors or take up a large surface area very impressive [Good decorations make customers feel impressive]. The range of products they carry is larger than smaller chain drug stores too [Product variety].
Interviewer: What are the reasons you choose chain drug stores instead of the retail supermarkets (like PX Mart)?
Interviewee: I think the selection of beauty and make-up products are very small compared to chai n drug stores [Product variety], that is why I choose to go there.
Interviewer: Okay! One last question. What do you think of the above positive and negative experi ence of shopping in a chain drugstore?
Interviewee: I think for the positive is that almost all daily essential products for beauty, medicine, first-aid, and hygiene are in one store for your convenience.[Convenience and product variety] Ho wever, the negative is that it can be intimidating to walk into, because of the vast number of produ cts there are [Intimidating feeling].
Interviewer: How will you summarize the service of chain drug stores?
Interviewee: Well! Having some friendly employees when you need service is important. [Friendly attitude]
Interviewee 5 Interviewer: Bess Chen Nationality: Tainan City, Taiwan Gender: Female Date/Time: 2021/05/08 14:00 Location: McDonald's
Interviewer: Good afternoon, Ms. Chen. How are you?
Interviewee: Hi, Bess. I’m fine.
Interviewer: Good. As you know, we are going to discuss something about chain drug stores toda y. Would you tell me when is the last time you go to a chain drugstore? How often do you go to th is kind of chain drugstore?
Interviewee: I went to the chain drugstore last week. Normally I went to the chain drugstore rando mly. For me, going to the chain drugstore is just as usual as what people go to [convenience stor e.]
30 Interviewer: What kind of products do you usually buy from chain drug stores?
Interviewee: I usually buy the [daily necessities] and [skin care products] such as toner, body lotio n, and hand cream, sanitary napkins, shampoos, body wash and so on.
Interviewer: Do you choose any particular chain drug stores for shopping habits? What is(are) the i mportant factor(s) of your choice?
Interviewee: Normally I liked Watsons more than Cosmed in the past due to it has more [promotio n activities] (to purchase $488 then you can get the discount) and has [varieties of products]. Rece ntly I preferred Cosmed than Wastons because I had better purchase experience in Cosmed and it has promotion activities recently.
Interviewer: Can you tell me/us about an interaction in a drug store that left you feeling particularl y satisfied or dissatisfied? Please tell us one or two examples?
Interviewee: I felt that the clerks in Cosmed can provide the suggestion [professionally and with p oliteness]. For example, when I go to checkout, the clerks [remind me for any other discount] if I missed (buy one get one free or to use which credit card can get more benefit etc.)
Interviewer: Think of a time when you had a particularly satisfied interaction with the employee or the pharmacist in a chain drugstore. What did the employee do or say? What circumstances lead to the interaction?
Interviewee: Same as the answer that I just mentioned. I assume the clerks can act with more [pati ence but with quick action] when the customers are [checkout] that would be the best service per my personal opinion. In the drugstore, [I do not need and dislike someone who follows me and int roduces any products]; thus, the interaction during the process of checkout is important for me to d ecide whether I am satisfied with this store or not.
Interviewer: Could you please share your most impressive experience with us when you’re in ch ain drug stores?
Interviewee: I forgot to bring my purse when I was at the checkout counter. The clerk was so nice; she [kept the staff] that I chose and waited for me until I went home and got the purse then back to the store. (I was fortunate that the store was near my home). I felt she was so [thoughtful and patie nt.]
Interviewer: Why do you choose chain drug stores instead of the retail supermarkets (like PX Mar t)? What characteristics or factors make you go to chain drug stores?
Interviewee: I went to the retail supermarkets to get food, snacks or instant noodles. For others that I preferred to purchase in the chain drug stores.
Interviewer: What do you think of the above positive and negative experience of shopping in a cha in drugstore? How will you summarize the service of chain drug stores?
31 Interviewee: I did not have too much negative experience of shipping in a chain drugstore. To sum marize the service of chain drug stores would be as follows:
1. [Not to bother the customer] unless they have questions.
2. To help the customer checkout with [patience and quick.
Interviewee 6 Interviewer: Bess Chen Nationality: Tainan City, Taiwan Gender: Male Date/Time: 2021/05/09 15:30 Location: Reception Room
Interviewer: When is the last time you go to a chain drugstore? How often do you go to th is kind of chain drugstore?
Interviewee: I went to the chain drugstore which is near my home last week. I go to chain drug sto res about once a month because I still go to buy other things from different kinds of stores like [co nvenience store or department store].
Interviewer: What kind of products do you usually buy from chain drug stores? May you tell us so me items you buy most often?
Interviewee: Well, I often buy the [daily necessities] such as toiletries, shower gel, person al hygiene products; facial cleanser, shampoo, shower gel, dental floss, toothpaste, laundr y detergent. Sometimes I buy [skin care products] such as toner, body lotion, and hand cr eam.
Interviewer: Do you choose any particular chain drug stores for shopping habits? What is (are) the important factor(s) of your choice?
Interviewee: No, I just go to the [nearest drugstore] such as Cosmed or Watsons. Otherwi se, I go to convenience stores or like Show Ba Department Store.
Interviewer: Can you tell me/us about an interaction in a drug store that left you feeling p articularly satisfied or dissatisfied? May you tell us one or two examples?
Interviewee: I like to go shopping in POYA because it is [spacious, cool and bright space]. Even t hough there are so many items on the shelfs, it is not a mess. The [diversified products] are also g ood for me because I can buy the daily necessities I need at one time. I don’t have to worry abou t not being able to buy the products I want and have to go elsewhere to buy it. It’s really helped me save a lot of time. I especially feel tired after getting off work and I don’t want to go to other places.
32 Interviewer: Think of a time when you had a particularly satisfied interaction with the employee or the pharmacist in a chain drugstore. What did the employee do or say? What circumstances lead to the interaction?
Interviewee: When I go to the counter to check out, they usually [ask the questions] like “Are there any members? Do you need to purchase other products or introduce the prod ucts to you? “Most of the time I feel they are truly [kind and professional]. Even if there are more customers at checkout, they will still introduce to you [politely and patiently] an d [check out quickly] to avoid making customers wait too long.
Interviewer: Could you please share your most impressive experience with us when you a re in chain drug stores?
Interviewee: Well…actually I always go to the chain drug stores in a hurry because I do n’t want to waste too much time. As I just mentioned I usually go to the chain drug stor es after working. I buy the products I want and go to check out as soon as possible. There is no particularly impressive experience to me.
Interviewer: Why do you choose chain drug stores instead of the retail supermarkets (like PX Mart)? What characteristics or factors make you go to chain drug stores?
Interviewee: I think there are more choices of food in the retail supermarkets and I usuall y buy daily necessities or skin care products. I can’t buy the items I want at one time in the retail supermarket but there are many types of products in the chain drug stores for m y personal needs.
Interviewer: What do you think of the above positive and negative experience of shopping in a chain drugstore? How will you summarize the service of chain drug stores?
Interviewee: [Spacious and bright stores] can make consumers a pleasant consumption ex perience. I suggest that the chain drug stores can try to [play light music] to create a relax ed and pleasant shopping environment.
Interviewee 7 Interviewer: Vivienne Wang Nationality: Chunghua County, Taiwan Gender: Male Date/Time: 2021/06/22 23:55 Location: Online meeting
Interviewer: Hi, have you ever shopped in chain drug stores, like Watsons, Cosmed, Din-din, or so mething like that?
33 Interviewee 7: (suspicious eyes…) Yes, maybe only Watsons, but not too often. Why?
Interviewer: Great! Then may you give me an emergency hand? I need one more interviewee for my term project report. Pleaseeeeee.
Interviewee 7: (reluctant eyes…) OK, then when?
Interviewer: Actually, now! The report should be finished before this Friday, and present on Satur day. With your responses, I can turn it into a transcript in English early tomorrow morning. Then I can move on with my report to a further conclusion and ending. Pleaseeeeee.
Interviewee 7: (shaked eyes….) It's already 12:00 am now….. OK, make it quickly! Give me the q uestionnaire.
Interviewer: (happy face) Thank you so much! I promise I will make it quick! But due to this bein g a qualitative research report, unlike its opposite quantitative research approach with numbers, it i s usually full of detailed descriptions of people’s in-depth feelings about service encounters. Not simply just answer yes or no, or click from 1 to 10. If it is possible, please tell me more about your feelings, about your shop experience, and your perception of the service in Taiwan’s chain drug stores.
Let me get to my questions first. It’s only eight questions, not too many.
Interviewee 7: (serious eyes) ….
Interviewer: (concentrate on reading the questions) The first question is, when is the last time you go to a chain drugstore?
Interviewee 7: (thinking for a while) Should it be accurate?
Interviewer: No, it’s not necessary, just give me a probable time is fine.
Interviewee 7: Then, maybe last month. I don’t quite remember which date.
Interviewer: OK, then how often do you go to this kind of chain drugstore?
Interviewee 7: About once a month [frequency: once a month, not very often].
Interviewer: The second question is, what kind of products do you usually buy from chain drug sto res? May you tell us some items you buy most often?
Interviewee 7: Mostly I buy male skin care products, or shower products, like shampoo, body sho wer gels...etc. Sometimes I buy medicines, like pain-killers, colds-healing pills… something like t hat. [buy male skin care products and medicines]
Interviewer: Got it. The third question is, do you choose any particular chain drug stores for shopp ing habits? What is the important factor of your choice?
Interviewee 7: Yes, like I said I only go to Watsons. Because I have its loyalty card, and I think i t’s more famous in Taiwan. [has strong brand loyalty to a particular brand] Moreover, it operates
34 its online shopping store, which is very easy to shop while I do not have time to go to the brick an d mortar store, and its online store interface is very easy to operate. [like online shopping]
Interviewer: Oh, really? I never tried its online store. Maybe I should try it in the future. Then here comes the fourth question, can you tell me about an interaction in a drugstore that left you feeling particularly satisfied or dissatisfied? Like Watsons it’s always having someone there for assistan ce, have you ever felt satisfied or dissatisfied with interacting with them?
Interviewee 7: I usually ask where the direction of the products I want. Then I will go search by m yself. I don’t like them to keep talking to me or trying to “help” me. I don’t like to be prom oted. [don’t like to be helped or promoted]
Interviewer: Yap, sometimes I don’t either. If I already know what I want to buy, but the employ ee keeps telling me another one is better. It’s becoming bothersome.
(time is ticking…) Question no. five is, Think of a time when you had a particularly satisfied inter action with the employee or the pharmacist in a chain drugstore. What did the employee do or sa y? What circumstances lead to the interaction?
Interviewee 7: (long thinking time…) No, like I said I usually prefer to choose the products by my self and I don’t like to be promoted. So, not particularly satisfied or dissatisfied. But, if the empl oyee kept introducing products to me, I did feel dissatisfied. [sometimes no service, is good servic e]
Interviewer: Agree. Then could you please share your most impressive experience with me when y ou’re in chain drug stores? Like another interviewee told me she felt impressed while the employ ee told her the product she bought is buy one get one free, and she was so happy about it.
Interviewee 7: (long thinking again…) I don’t think I have. I usually will go to ask the employee only if I have special things to search. Otherwise, Watsons does a great job in product display , an d it has male products corner [like the display space and male zone design]. And it won’t change the display space very often [stable space arrangement and respect customer’s searching habits], so I usually can get the products I want very easily and quickly. Not have too much interaction wi th employees.
Interviewer: Got it. Question no. 7 is, why do you choose chain drug stores instead of the retail su permarkets, like PX Mart. What characteristics or factors make you go to the chain drugstore over the PX Mart?
Interviewee 7: I think the display of PX Mart is messy. Watsons is quite tidy [the display space is good]. And especially it has a male products zone, and its zone guiding boards hanging on the ceili ng are quite clear and easy to find. [the guide is clear] And I can use a credit card to pay [credit ca rd payment], which means I don’t need to carry any cash or coins. Now it even has a self-check- out machine. I like it better than a human check-out. [like self-service machine]
Interviewer: It seems you pretty like self-service. Finally comes to the last question, what do you t hink of the above positive and negative experience of shopping in a chain drugstore? How will yo u summarize the service of chain drug stores?
35 Interviewee 7: I like its convenience better than a hypermarket or shopping mall, like Carrefour, i t’s more easy to reach and easier to get the products I want [location is convenient]. Oh I think o ne thing is particularly important that in the Watsons there is quite peaceful of quiet shoppers, no a loud eldly or children. I like the peaceful place to choose the thing I want by myself [shopping spa ce atomosephy is peaceful]. Furthermore, its loyalty card will collect bonus points according to my purchasing amount. Then I can use it to buy other products online. It’s quite beneficial. Besides, the best attribute that attracts me to Watsons is its Watsons brand products offer economic price bu t with good quality [lower price]. I think these are the main reasons I think about Watsons’ overa ll service.
Interviewer: Thanks so much for your responses and great opinions. And thanks for your time… e specially it’s so late. I own you one! Thanks! Good night!
Interviewee 8
Nationality: Tainan City, Taiwan Gender: Female Date/Time: 2021/06/23 19:00 Location: video interview
Interviewer: Hi. Ms. Wang. Good evening.
Interviewee: Hi, Bess. Good evening.
Interviewer: What are you doing now? Did you have dinner?
Interviewee: Well…I am talking to you now. Ha ha. I already had dinner. Actually, I feel a little bi t nervous and shy. Ha ha.
Interviewer: Oh. Come on. Don’t be nervous and shy. Just do the conversation as usual. If you re ady, we can start our topic.
Interviewee: Sure. Let’s do it.
Interviewer: OK. As you know, we are going to discuss something about chain drug stores today. Would you tell me when the last time you go to a chain drugstore is? How often do you go to this kind of chain drugstore?
Interviewee: Well…I went to the chain drugstore yesterday because my lotion was used up. I went to the chain drugstore randomly but sometimes I went to the convenience store instead.
Interviewer: What kind of products do you usually buy from chain drug stores?
36 Interviewee: Well…most of the time I buy cosmetics and makeup such as eye shadow, liquid foun dation, lipstick, face wash, lotion and so on [Wide product variety from chained drug store]. You k now. I really need to make up because of my work.
Interviewer: Yes. I can understand that. Do you choose any particular chain drug stores for shoppi ng habits? What is (are) the important factor(s) of your choice?
Interviewee: My favorite chain drug store is Watsons because it just around the corner of my home and the price of products are cheaper than others [Serving the lowest price]. Besides, you can buy special or foreign brands [Serving various products] such as VISEE, ZENN in Watsons.
Interviewer: Can you tell me/us about an interaction in a drug store that left you feeling particularl y satisfied or dissatisfied? Please tell us one or two examples?
Interviewee: Well…Due to I like to use high quality makeup, sometimes I will choose the new pro ducts which were introduced from the clerks if they can provide the professional opinions to me [Clerk’s professionalism will help customers choose new products].
Interviewer: Think of a time when you had a particularly satisfied interaction with the employee or the pharmacist in a chain drugstore. What did the employee do or say? What circumstances lead to the interaction?
Interviewee: As I just mentioned, I like the clerk who can provide professional opinions to me. Be sides, the person who is polite and patient makes me feel comfortable and satisfied [Serving with p olite and patient attitude satisfied customers]. Last time, one of the clerks in the Cosmetic treated me badly, she just ignored me when I asked her some questions about the products. [Clerks ignore customer’s questions which leads to bad experience] This shopping experience was so bad that I don’t want to go to the same store again. Good service attitude is very important to me. It will m ake me want to visit the store again or not.
Interviewer: Could you please share your most impressive experience with us when you’re in ch ain drug stores?
Interviewee: I remember once meeting a very professional clerk, she recommended me a very usef ul makeup [the clerk offers professional recommendation to the customer], the price was not expe nsive and there are many kinds of styles [The price is good and serving many styles], the packagin g was very beautiful, and it just happened to buy one get one free. I felt I bought a good deal.
Interviewer: Why do you choose chain drug stores instead of the retail supermarkets (like PX Mar t)? What characteristics or factors make you go to chain drug stores?
Interviewee: Because there are much more makeup and different kinds of products in the chain dru g stores [Chain drug stores offer various products]. I usually go to retail supermarkets to buy daily necessities such as toilet paper and fresh ingredients.
Interviewer: What do you think of the above positive and negative experience of shopping in a cha in drugstore? How will you summarize the service of chain drug stores?
37 Interviewee: My good impression of chain cosmeceuticals is that the staff are very helpful, caring, professional and polite[Professionalism and polite attitude gives a good impression]. However, so metimes the clerk will be too enthusiastic to follow the customer. This behavior will make the cust omer feel very oppressed and irritable.[Over enthusiastic attitude brings pressure to customers]
Code Definition Data excerpt
Wide product variety Serves various products most of time I buy cosmetic a nd makeup such as eye shado w, liquid foundation, lipstick, face wash, lotion and so on [Wide product variety from ch ained drug store]
you can buy special or foreign brands [Serving various produ cts
Lower price Customers prefer to have com My favorite chain drug store is parison on price and choose th Watsons because it just around e lowest one the corner of my home and the price of products are cheaper t han others [Serving the lowest price]
Professional advice Clerks offer better suggestion I will choose the new products via their professionalism which were introduced from th e clerks if they can provide the professional opinions to me [C lerk’s professionalism will h elp customers choose new pro ducts]
38 Polite Attitude and patien Attitude with polite and patien I like the clerk who can provid t t e professional opinions to me. Besides, the person who is pol ite and patient makes me feel comfortable and satisfied [Ser ving with polite and patient att itude satisfied customers]
Professional reco Recommend with professional I remember once meeting a v mmendation knowledge ery professional clerk, she rec ommended me a very useful m akeup [the clerk offers profess ional recommendation to the c ustomer]
Price and product Low price with various choic the price was not expensive a variety es for customers nd there are many kinds of sty les [The price is good and serv ing many styles
Product variety Serves many types of produc there are much more makeup t.. and different kinds of products in the chain drug stores [Chin drug stores offer various prod ucts]
Professional and polite att The skill, good judgment, an My good impression of chain itude d polite behavior that is expe cosmetics is that the staff are v cted from a person who is tra ery helpful, caring, profession ined to do a job well. al and polite[Professional and polite attitude gives a good im pression].
39 Over enthusiastic attitude Over enthusiastic attitude wh sometimes the clerk will be to ich means keep talking or fol o enthusiastic to follow the cu lowing customers which hav stomer. This behavior will ma e lost control. ke the customer feel very oppr essed and irritable.[Over enthu siastic attitude brings pressure to customers]
Ignorance Being cold, and not careful to Ione of the clerks in the Cosm customers when they need hel etic treated me badly, she just p ignored me when I asked her s ome questions about the produ cts. [Clerks ignore customer’ s questions which leads to bad experience]
40 APPENDIX C: CATEGORY OF CODING AND LABELING
Category Open coding Definition data excerpt
Products Ava - browse cosmetics fir - what products do they ilability st, skin care product usually buy I usually go to the open shelves of c s second, doesn’t - what make you very h osmetics areas first buy daily consumpti appy about the drugst after that I usually go to see some sk ons here ore in care products - like to see complete - other kinds of product products on shelves s But I have to say that I rarely go to t - different product ran - The range of the prod he daily commodities area, ge ucts is wide Usually I buy daily commodity prod - Product variety - Customers can find th ucts, like shampoo, body wash, face - Product availability e product they need, a wash products and menstrual pads o - Convenience nd that’s available f r related products - buy male skin care or them to get products and medici - Save time and easy op And skin care items, like toning loti nes eration on, moisturizing lotion...something l - Wide product vari -why choose a drug stor ike that ety e I think I like to see the products bei ng replenished on the shelves, instea d of out of stock
I think a chain drug store has its imp ortance in daily life. And it is better if at least one exists in the radius of our life circle. People can feel rest a ssured and convenient while they ne ed something to buy
For the PX Mart, I usually go to buy the vegetables or cooking related pr oducts
I usually buy the daily necessities and skin care products such as ton er, body lotion, and hand cream, sa nitary napkins, shampoos, body wa sh and so on.
Well, I often buy the daily necessit ies such as toiletries, shower gel, p ersonal hygiene products, facial cle
41 anser, shampoo, shower gel, dental floss, toothpaste, laundry detergen t.
Sometimes I buy skin care product s such as toner, body lotion, and h and cream.
The diversified products are also g ood for me because I can buy the d aily necessities I need at one time.
The range of products they carry is larger than smaller chain drug stor es too the positive is that almost all daily essential products for beauty, medi cine, first-aid, and hygiene are in o ne store for your convenience can buy the products that I need; n o matter if it’s medicine or daily necessities which are cheap and av ailable in drug stores, it would ma ke me perceive positive shopping e xperience
When I go to drug chain stores, I would buy these daily necessities t ogether.
The character of a chain drug store i s different from the retail supermark et
Mostly I buy male skin care product s, or shower products. Sometimes I buy medicines
most of time I buy cosmetic and ma keup such as eye shadow, liquid fou ndation, lipstick, face wash, lotion a nd so on
42 you can buy special or foreign brand s
there are much more makeup and di fferent kinds of products in the chai n drug stores
Environment - spacious space the important factor because its space is more spacious -spacious, cool and br The style/ appearance a Spacious and bright stores c ight space. nd decoration of the sto an make consumers a pleas re ant consumption experienc -play light music The style/ appearance a e. I suggest that the chain d -Easy parking nd decoration of the sto rug stores can try to [play li re ght music] to create a relax - Location factor ed and pleasant shopping e Vast number of product nvironment. - Decoration makes people feel intim That package difference ma idating - Intimidating feeling de me confused. Then, I as ked the employee, and he e xplained the difference frie ndly
I go to Watsons the most, b ecause it is close to me and I have membership there. L ocation is an important fact or for me
I find chain drugstores that have several floors or take up a large surface area very impressive
it can be intimidating to wa lk into, because of the vast number of products there ar e
Watsons does a great job in product display , and it has male products co rner. And it won’t change the displ ay space very often
43 Watsons is quite tidy
I like its convenience better than a h ypermarket or shopping mall, like C arrefour, it’s more easy to reach an d easier to get the products I want
in the Watsons there is quite peacef ul of quiet shoppers, no aloud eldly or children. I like the peaceful place to choose the thing I want by myself
Promotion - purchase habit follo - shopping habit w store activities - what factor attracts cu I will choose the one which has spec - special activity offer stomers ial events or discount periods, or the s special discount products I need only in which chain - freely to try the sam drug stores. Then I will choose it to ples shop for - some people don’t they will send the messages, like if like to be promoted one purchase amount reaches 488 do llars on Wednesday can get some di
scount, something like that
Normally I liked Watsons more th an Cosmed in the past due to it ha ving more promotion activities (to purchase $488 then you can get th e discount) and has varieties of pro ducts.
Sometimes I will go to try the cosm etics trial samples then search the pr oducts online for a cheaper price
Active Servic- actively offer assista- why feel satisfied e nce - recommendation the employee of the drug store activ - actively offer specia- Observing the custom ely asked me whether I needed any l price ers and being active to assistance - prefer to receive acti offer the help if neede actively offered me some special set ve service d prices - active helping - too active will create - offer better choices bad response the employee actively told me the pr - Actively offer the h - Being cold, and not ca oduct I bought is buy one get one fr elp reful to customers wh ee
44 - sometimes no servic en they need help e, is good service But if the employee actively asks m - Ignorance e concerns my search, and tries to hel p me, I will feel happy and satisfied with it
I was looking for some products, the n the employee came to introduce th e products and gave me her personal experience opinions
and even introduced another same fu nction products but with cheaper pri ce and better internet comments
when the employee notices I've been looking for some products for a long time, he would come to ask you if y ou need any help. Usually, when I g o into the store, the employ will acti vely ask if you need any help
if the employee kept introducing pr oducts to me, I did feel dissatisfied.
one of the clerks in the Cosmetic tre ated me badly, she just ignored me when I asked her some questions ab out the products.
Chin-Chieh chin-chieh, friendly, more reason of satisfied Friendly reminding feeling I felt ‘chin chieh’ and friendly a t that time . -Showing considerat Remind user how or wh when the employee is able remind m ion for the needs of en to use the product wi e some notes about when or how to other people th friendly attitude use the medicine or makeup produc Being kind and polite t t, it would make me feel kind and fri Friendly attitude o customers endly
I felt she was so thoughtful and patient
That package difference ma
45 de me confused. Then, I as ked the employee, and he e xplained the difference frie ndly
“Chain” P - same product displa - “chain” drug stores roperty y module so it is po is easy to find product I found a hand cream of a particular ssible to find the ite s brand that I already looked at for a l m in another branch - “chain” drug stores ong time. Then I found it in a Taich - branch model is the is easy to reach even i ung Watsons branch, I felt so happy same to make peopl n another city and satisfied about it. e rest assured - the advantage of ‘ch no matter which city I am in or stay - chain access is easy ain’ store is that you in, I always choose Watsons to shop for customers to fin can get the same prod d products ucts even in different And since it is a ‘chain’ drug sto cities re, it will be very easy to find in ano ther city. While I go traveling or sta ying in another city, I always know where to find the products I need
46 professional - professional - help customers more - more professional understand products she introduced the products very car - drugstore employee - employee in drugstore efully is professional tend to be more profes the clerks in chain drug stores are ba - Consultant ability sional than the one in sically more understanding of the pr - Employee is able to retail supermarkets oducts of cosmetics and skin care. O offer customer bette- drugstore employee is n the contrary, the employees in reta r suggestions capable of more profe il stores need to know all the perisha - Consultancy ssional knowledge wit ble foods, vegetables, and all sorts o - Offering feedback h the products f products. I think drug stores are m - Knowledge of the pr- The ability to handle c uch more professional in average lev oducts ustomer’s question els compared with retail supermarke - Consultancy ability - accept the questions fr ts - Professional advice om customers, and off - Polite Attitude and er the feedback patient - Over enthusiastic attit To summarize the service o - Professional recom ude which means kee f chain drug stores would b mendation p talking or following e as follows: 1. Not to both - Professional and pol customers which have er the customer unless they ite attitude lost control. have questions. - Over enthusiastic att 2. To help the customer che itude ckout with [patience and qu ick.
For the service, I think Watsons em ployees are more professional about their products or activities
I felt that the clerks in Cos med can provide the sugges tion professionally and with politeness. Most of the time I feel the y are truly kind and profe ssional.
There were customers asking a lot o f questions and the lineup became lo ng
Having some friendly employees wh en you need service is important
She helped me save time to find the products I need
47 My friend responded he seems to ha ve a stiff neck, and he feels sore. Th e employee suggested that the ointm ent would be more effective than pat ches
If I ask the employee, they may give me some suitable advice
The employee asked me how long th e boat trip was. I told him around 30 minutes, and then he gave me one of pills which the effective would be n ot too strong. The employee may hel p me identify which one is suitable f or me. That makes me feel impressi ve need to understand my products. Th e same good would have different br ands and packages, so I need to und erstand what make them different so that I can help my customers
I will choose the new products whic h were introduced from the clerks if they can provide the professional op inions to me
I like the clerk who can provide prof essional opinions to me. Besides, the person who is polite and patient mak es me feel comfortable and satisfied
I remember once meeting a very pro fessional clerk, she recommended m e a very useful makeup
My good impression of chain cosme ceuticals is that the staff are very hel pful, caring, professional and polite sometimes the clerk will be too enth usiastic to follow the customer. This
48 behavior will make the customer fee l very oppressed and irritable.
49 Price price is cheaper the main factor why ch oose drugstore I think generally speaking, the price Lower price of the products that I usually bought People would always li in Watsons is cheaper than the retail Price and product vari ke to compare, and to c supermarkets ety hoose lower price Probably, discount and lower pricin g. If possible, I’d like to choose th e store which serves a lower price
the best attribute that attracts me to Watsons is its Watsons brand produ cts offer economic price but with go od quality
My favorite chain drug store is Wats ons because it just around the corner of my home and the price of product s are cheaper than others
the price was not expensive and ther e are many kinds of styles
50
NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS
THE GROUP YOU ARE ASSESSING: Save your file. Use this format: group being assessed your TVBS group.doc So an example would be YOUR GROUP NAME: TIV Voltes5.doc – where TIV is the group being assessed and Voltes5 is your group. INSTRUCTOR
A B C D Are ideas presented Are the ideas presented Is it easy to follow & Overall connected with the clearly supported with to understand? (Are the impression (is it a aim of the evidence and logical slides clear and easy to group presentation? argument? follow e.g. use of new presentation pictures, words, etc.?) graphs) 40% 30% 20% 10%
5% 5% 5% 5% Comments (space will expand as you type) Briefly reminding = brief introduction to . . .
Let those pictures become big! Perhaps even full screen to introduce them
Ob - generalize - is this about retail or just drugstores Ob - definition working well Ob - reduce quotes to key one or maybe two Ob - definition (active service) can't define with same word (assist actively)
Qu - Satisfaction & dissatisfaction - how appear in findings Qu - where is the interviews / interview process? Qu - interview questions Qu - convenience - not sure if this is satisfaction …
(can say it this way) … if the employee isn't well trained
Report The report is interesting. It would be helpful to explain aspects of the method in more detail. For example it would be useful to explain your sampling criteria and how those translate into your actual sample. You could usefully add richness to the explanation of the interview process and analysis (e.g., with short examples). Try to integrate the quotes to explain the categories more clearly (rather than as a list). While giving clear definition of the categories at the beginning. This largely seems to be above satisfaction -- so perhaps a limitation?
85%
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NCKU, IMBA - FEEDBACK, CLASS PRESENTATIONS
Grade (%) 20%
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