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Study on Reputation Evaluation of the Medicine Retail Enterprises in Consumer Perspective

Author: YuXiuJuan
Tutor: HouQingZuo
School: Hunan University
Course: Business management
Keywords: consumer perceiving the medicine retail enterprises reputation evaluation Chain Drugstore
CLC: F721;F224
Type: Master's thesis
Year: 2011
Downloads: 18
Quote: 0
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Abstract


With the increase of the consciousness of consumers in safeguarding their legal rights, corporate reputation has been drawing more and more people’s attention in recent years. Businesses are beginning to realize that after the competition of price, quality and service, now the competition among the enterprises has entered a new stage, that is the competition of corporate reputation. Excellent reputation has became an effective weapon to acquire competitive advantage, undoubtedly, it is imperative for enterprise to manage their reputation. The foundation of the research is the evaluation index system of corporate reputation, which also is the theoretical basis of discovering and overcoming weaknesses in practice and evaluating reputation management performance.Taking the chain retail drugstores in Zhuzhou as the research object. By studying the relative theories and achievements, combining with the empirical study, this thesis tries to build a set of reputation evaluation index system of the medicine retail enterprises, and then based on the system, to discuss the contingency and stresses of Corporate reputation management.This thesis contains four parts as follow:Firstly, the thesis reviews relative theories on corporate reputation. Based on literature and a small-scale customer interview, the thesis poses an evaluation scale. After that launching a medium-large scale questionnaire research.Secondly, by doing statistical analysis such as factor analysis to the investigated data, we figure out the main factors and the quantitative relationships between the factors and its individual bottom indices; and then by designing and doing expert questionnaire survey, we also quantify the weight of the factors; finally, based on the Consumer-perceived, we establish the reputation evaluation index system of the medicine retail enterprises in Zhuzhou.Thirdly, based on the evaluation index system, discussing the contingency and stresses of the medicine retail enterprises reputation management by Independent-Sample Test, One-way ANOVA and IPA analysis.Lastly, the thesis summarizes outcomes of previous studies and points out the suggestion, then winds up with the research limitations and prospects.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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