依據 2020 國家發展委員會資料顯示，2018年台灣地區 65 歲以上人口佔總數的 14.5%進入高齡社會，再者 Nielsen 資料顯示台灣民眾對連鎖藥局的服務以便利性為第一考量的需求特性，使連鎖藥局門市數量如便利商店般攀升，要在激烈競爭中突圍而出，運用顧客關係管理於日漸龐大的高齡顧客族群，增加、維持及發展長期的顧客關係是成功的關鍵因素。
本研究以 PEPPER & ROGERS 於 1999 提出的顧客關係管理四階段(IDIC模式)，作為藥局在高齡化顧客族群維持及發展顧客關係管理的基礎，研究方法採用半結構式訪談法(semi-structured interviews)，以W連鎖藥局的各區主管為此研究之訪談對象，目的是探討台灣目前藥局市場狀況，並藉由訪談方式了解藥局如何針對高齡顧客族群，運用顧客關係管理概念和模式，與顧客維持並發展長期的顧客關係，以期找出W連鎖藥局顧客關係管理的成功關鍵因素。所有訪談資料以深度訪談為分析法進行採訪、分析及整理，並根據訪談結果提出連鎖藥局顧客關係管理對高齡化顧客族群經營的建議。研究結果得出連鎖藥局強調高齡顧客的黏著度，對品牌忠誠度的認同與價值，對高齡客群購買意願作分析，增加此客群之購買商品頻率。研究結論指出連鎖藥局可以成本優勢利用CRM系統資料幫助連鎖藥局更優於識別顧客、作出顧客的差異分析、與顧客互動、進行客製化，制定出符合高齡者的需求的產品、定價、促銷等策略，以增加高齡者的購買率與回購率及對連鎖藥局間的依賴訴求，提升高齡族群對於連鎖藥局品牌忠誠度的認同與價值。
According to research from the National Development Commission in 2020, 14.5% of the population in 2018 aged over 65 years old, making Taiwan become the elderly society. In addition, Nielsen data shows that people put convenience as the first consideration of pharmacy services, accelerating the growth of pharmacy chain stores like convenience stores. To stand out from the fierce competition, customer relationship management becomes the key successful factors in building, keeping and retaining the long-term relationship with elderly customers.
This study uses the four stages of customer relationship management from Pepper and Roger in 1999 as the basis to keep and retain the customer relationship with the elderly customers. Adopting semi-structured interview approach, interviews with the district supervisors of W chain pharmacies as the information source are recorded in the format of audio files and transcripts. These interview results are further analyzed, organized and concluded as the recommendations towards the customer relationship management for aging people in Taiwan chain pharmacy industry. The conclusion points out that chain pharmacy is more capable in building a powerful CRM system by taking advantage of diversifying CRM system and personnel costs. These CRM data make chain pharmacies stronger in identifying, differentiating, interacting customers and customization. It supports chain pharmacies in formulating product, pricing and promotion strategy which are more tailored towards the senior citizen’s needs. In long run, it increases the purchase intention and repeated purchase as well as establishing long-term customer relationship.
