随着医药市场的不断发展和竞争的日益加剧,中小医药零售连锁企业的生存越来越困难。本文采用实证研究方法,选取怀化医药零售连锁企业顾客为调研样本,构建了中小医药零售连锁企业顾客忠诚度影响因素模型。研究发现,服务质量、顾客满意、顾客价值、顾客信任和转换成本这五个影响因素均对顾客忠诚产生直接影响作用。 With the continuous development of the pharmaceutical market and the increasing competition, the survival of small and medium-sized pharmaceutical retailers is getting more and more difficult. This paper uses empirical research methods, select the customers of Huaihua retail chain for the research sample, build a small and medium pharmaceutical retail chain customer loyalty influencing factors model. The study finds that the five influencing factors of service quality, customer satisfaction, customer value, customer trust and conversion cost all have a direct impact on customer loyalty.