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KMID : 1011420100150010001
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Journal of Korean Ophthalmic Optics Society
2010 Volume.15 No. 1 p.1 ~ p.7
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A Plan to Improve Consumer Satisfaction and Reliability of Opticians by Analyzing Consumers` Spectacles Purchasing Behavior
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Park Jee-Hyun
Lee Eun-Hee
Koo Eun-Hye
Kim Hee-A
Song Da-Hye
Kim Hyo-Jin
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Abstract
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Purpose: To plan and improve consumers’ satisfaction by analyzing consumers’ purchasing behavior of spectacles. Also this will show the need of improvement in reliance of an optician.
Methods: A total of 307 people (10 to 60 years) participated in individual questionnaires. Questionnaires comprised of general characteristic of surveyed people, purchasing spectacles behavior, satisfaction after purchasing spectacles, reliability of optician, and improvement points of optician.
Results: Most important points in selecting the product were the design and the price of the spectacles. 142 people (46.3%) replied "average" and 140 people (45.6%) replied "satisfying" out of maximum point of satisfaction level which was 5 points. 72.3% of people have regularly visiting optical shop due to the high accessibility, after-sales care, and courteous optician. On the contrary, 27.7% replied "never visit same optician shop again" because of the low accessibility, minimal range of products, and high price. Data showed that people had high reliability about the opticians’ knowledge of product, and their technique of eye refraction. Data revealed that people did not show high satisfaction about opticians’ knowledge of ophthalmology, and price of products. Most important improvement points were accurate spectacle prescription by Opticians rating 42% of reply. Factors most considered during spectacle selection among the 10 to 20 age group were design by 34.8% and price by 10.1%. Among the 40 to 50 age group, most considered factors were design by 14% and spectacle frame material by 10.1%.
Conclusions: Satisfaction rate of purchasing spectacles for the total participant group was 4.2 average grades. Reliability of opticians’ eye refraction result and prescription was 50.5%. However consumers wanted to obtain more accurate eye refraction result and prescription with more comprehensive explanations. Also, consumers wanted opticians to be sensitive and have appreciative eye in select spectacles for customers, and to offer precise spectacle dispensing services and courteous after-sales care.
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KEYWORD
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Purchasing spectacles behavior, Consumers` satisfaction, Optician improvement, Optician reliability
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