從中藥零售業產業的分析呈現出市場萎縮及被保健產品替代的危機情況。經營者要有所突破爭取顧客的青睞獲取利潤，就需以顧客的角度來規劃經營方式。本研究目的爲了解中藥零售業消費者購買行為模式及顧客對服務品質的期待，以作為經營策略上作市場區隔、行銷策略及發展新產品的參考。研究對象為台北市55家中藥零售店家的消費者，透過305份有效份問卷分析結果顯示：1.消費者個人特徵不同會影響消費行為及服務品質的期待2.購買決策評估準則最重要為「中藥商品品質好壞」、「中藥商品是經過認證合格且包裝完整標示清楚」、「中藥材產地、來源、安全性，經檢驗合格並有識別標誌」，服務品質因素中，消費者對於中藥零售店的「基本服務」與「保證性」較重視.3.消費者服務品質期待會影響消費行為中的購後態度。
This study is mainly to find the fact about Consumer Behavior and Service Quality in Chinese herbal medicine retailing in Taipei. This research examines the purchase decision behavior by EKB model and service quality expectations from consumer view. It is collected the qualitative data via a questionnaire survey by 305 consumers in 55 Chinese herbal medicine stores. The result indicates that consumer purchase preference and most demographic factors influence the purchase decision behavior and service quality expectations. In additional, the service quality affects customer satisfaction. It is also pointed out that consumers were concerned for well-packaged, quality and safety of Chinese herbal medicine products. Furthermore, basic services and assurance of Chinese herbal medicine stores are most important service quality factors for consumers.
