การวิเคราะห์เส้นทางการเดินทางของผู้บริโภคต่อการใช้บริการร้านขายยาในอำเภอเมืองเชียงใหม่

Abstract

This study aimed to analyse customer journey in using drugstore services in Mueang Chiang Mai district. In analysing customer joumey, approaches on Aware, Appeal, Ask, Act, and Advocate as well as service marketing mix were considered. Data were gathered by the distribution of questionnaires, according to the purposive sampling, to 400 consumers of the stand-alone drugstores in Mueang Chiang Mai district. Data obtained were, then, analysed by the descriptive statistics: frequency, percentage, and mean, the T-test and the F-test. The majority of respondents were female in the age between 25-41 years old, holding Bachelor's degree or equivalent. They worked as merchandiser and earned monthly income at the amount of 10,001 -20,000 Baht. They were single and were not a subscriber of stand-alone drugstore. They preferred to use services at a stand-alone drugstore in their community/residential area. Frequency in using services at the stand-alone drugstore was 1-2 timers per month. In each time, they spent 101-300 Baht. They came to the drugstore at an uncertain time with the purpose of purchasing drugs for general deceases (painkillers, anti-inflammatory drugs, antibiotics drugs, gastritis medication, for example). Reasons of using services from the stand-alone drugstore were convenience and rapid services. Purchasing method started from telling a pharmacist about their symptoms and getting advices on drugs they should take. They purchased products in the category of medicines and made the purchasing decision by themselves. Based upon the 5A's and 7P's concepts the studied results on customer journey in using drugstore services in Mueang Chiang Mai district were presented as follows. In Aware approach, the respondents had an awareness on the certain drugstore from their previous experience, its sign, and its unique decoration. They also knew about it from viral marketing: word-of-mouth from their acquaintance and online reviews. In Appeal approach, the top important elements that drew customer attention to the certain stand-alone drugstore included the perception of information through visual communication or media confirming the quality of the certain drugstore and the standard certified to manufacturers of drugs distributed in the drugstore; the perception of information through advertisement or storefront materials such as sales and giveaway signs, special price-offered sign, and advertisement of in-needed products; and the perception of information through visual communication or media confirming the cheap price of products. In Ask approach, the respondents searched for more information about the certain stand-alone drugstore by asking pharmacists or staff. If they needed more information on product price, they would ask their acquaintances such as family members, relatives, friends, respectively. Types of information that they inquired for were product prices, services of the drugstore, and drugstore location and its parking lots. In Act approach, the service marketing mix factors affecting their selection of stand-alone drugstore were people, process, physical evidence, place, product, price, and promotion, respectively In Advocate approach, after using services from the stand-alone drugstore, they tended to further their advocacy to the drugstore in the future. They were very satisfied with this drugstore and returned to use services from it. They intended to use services from the certain drugstore again in the future and also apply the word-of-mouth practice to recommend this drugstore to acquaintances. Results of the F-test, which classified data from the ranges of respondents' monthly income revealed that differences were found in many sub-elements of all factors at 0.05 level of statistical significance.