對於藥師來說，經營社區藥局是創業的優先選擇，畢竟是屬於特許行業，需要具有藥師資格才有辦法設立。但是隨著藥師總額日益增加，設立健保特約藥局的數量也從民國91年時的3348間，到目前114年已經來到7672間，可預期未來還會繼續成長。如何透過客戶忠誠度的提升，來提升藥局營運的績效，是本研究的重點。
在醫藥分業制度推動與診所合作模式日益普及的背景下，社區藥局成為民眾處方領藥的重要場域。診所病患至特定社區藥局領藥的行為，不僅牽涉醫療流程，更可能影響其對藥局的客戶忠誠度。為深入探討此現象，本研究以藥局客戶忠誠度為核心，建構一套結合「實體設施感知」、「價格感知」、「藥師價值感知」、「診所轉介感知」、「藥局客戶參與」與「藥局客戶忠誠度」等六大構面的研究模型。
本研究透過問卷調查蒐集238份有效樣本，並採用PLS-SEM結構方程模型進行分析，以問卷結果提供給藥局作為營運依據。研究結果顯示，「藥局客戶參與」為影響忠誠度的重要中介變項，「診所轉介感知」對忠誠度與參與皆具顯著正向影響；「價格感知」與「藥師價值感知」則透過參與產生間接效果，而「實體設施感知」未達顯著水準。此一結果反映出現代消費者在選擇藥局時，較重視醫療專業推薦與藥局人員互動經驗，而非僅依賴價格或環境。
本研究最大的貢獻在於將「診所轉介感知」納入藥局忠誠度模型，突顯診所與藥局合作導流對顧客行為的關鍵影響，並為社區藥局經營提供理論架構與實務建議。

As the number of pharmacists increases annually, community pharmacies-particularly NHI-contracted ones-have become a major entrepreneurial choice, showing continued growth potential. With the promotion of the separation of prescribing and dispensing and increased clinic-pharmacy collaboration, community pharmacies play a key role in prescription fulfillment. Clinic referrals may not only streamline healthcare services but also influence patient loyalty toward the pharmacy.
This study aims to explore the key factors influencing customer loyalty in community pharmacies, with the goal of enhancing overall pharmacy performance. An integrated research model was developed, encompassing six constructs: perceived structure quality, perceived price, perceived pharmacist value, perceived clinic referral, pharmacy customer engagement, and pharmacy customer loyalty. Data were collected through an online questionnaire survey and analyzed using PLS-SEM.
The results indicate that pharmacy customer engagement and perceived clinic referral are the key constructs influencing customer loyalty. Specifically, customer engagement has a significant positive effect on loyalty, suggesting that customers’ participatory behaviors and interaction levels are fundamental to building stable relationships. Moreover, perceived clinic referral not only positively affects customer loyalty but also significantly promotes customer engagement, indicating that referrals from clinics enhance customer trust and their intention to continue using the pharmacy’s services.
This study reflects current trends in pharmacy operations, highlighting a shift in customer focus from physical infrastructure to service interaction quality and reliance on professional referral sources. The findings offer practical implications for enhancing customer relationship management and provide theoretical insights into improving the market competitiveness of community pharmacies.

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