일반의약품 약국외 판매 역사과 약국 외 점포의 소비자 관계혜택에 관한 연구

Over-the-counter sales of general pharmaceutical must secure stability of consumer and improve convenience of purchase, and thus requires consistent monitoring and evaluation of relevant organization in order to establish general pharmaceutical sales system. By composing 4 choice factors of non-pharmacy stores and 4 relational benefit with non-pharmacy stores, the study examined influencing relationship among each factors. As the result, product related factor among choice factors of non-pharmacy store(equipped with latest general pharmaceutical, equipped with famous general pharmaceutical, excellent quality of general pharmaceutical) did not pose positive influence to all 4 relational benefit. Aos fr the economic benefit among relational benefit, price related factor was the most influential. As for the psychological benefit, price related factor was the most influential followed by personal service related factor. As for the social benefit, personal service related factor was the most influential. As for the customized benefit, personal service related factor was the most influential. As for the result of examining the influential relationship of 4 relationship benefits of non-pharmacy stores to satisfaction, the economic benefit and customized benefit did not pose positive influence on satisfaction, and psychological benefit(provision of stable atmosphere, less risk of loss, store credibility, no problem in goods, convenient service support) and social benefit(recognize customer, maintain friendly relationship, call names, maintain friendship like relationship) posed positive influence to satisfaction. Especially, psychological benefit showed the largest influence to satisfaction.