Paper Title
Marketing Research on Store Image, Store Satisfaction and Customer Loyalty Regarding Watsons Chain Drugstores in Taiwan

Abstract
The Chain drug store industry has developed rapidly in recent decades in Taiwan. The WatsonsChain Drug Store was founded in 1987, and has more than 500 stores before 2024. The store's professionalism and convenience quickly gained popularity among Taiwanese consumers. This study will explore the consumer behavior of Taiwanese consumers towards drug store products from three aspects: store image, store satisfaction and customer loyalty.Research method: There are three hypotheses for this study. Hypothesis 1: The better the consumer’s impression of drug stores, the higher the consumer satisfaction. Hypothesis 2: The better the consumer's impression of the drug stores, the higher store loyalty to the stores. Hypothesis 3: The higher the consumer's satisfaction with the drug stores, the higher the store loyalty. This study uses a closed questionnaire research method, and the questionnaire collection period is from October to December 2023. The percentage of valid questionnaires is 89%. This study uses SPSS 22.0 software to conduct statistical analysis. The P value of the F-test for the repurchase intention of the five small components of store image is 0.00, and there is a regression relationship under the significance level of 1%. In addition, the P value of the F test of customer satisfaction on repurchase intention is 0.000, and there is a regression relationship below the significant level of 1%, and the P value of the satisfaction dimension is less than 0.05 and has reached significance.The research results show that the three sub-aspects in the store image aspect corresponding to store satisfaction are all established. The better the consumer image of Watsons stores, the higher the customer loyalty, which is partially true. Finally, the higher the consumer satisfaction with Watsons drug stores, the higher the store loyalty is established. Keywords - Store Image, Store Satisfaction, Customer Loyalty, Chain Drugstore.