臺灣博碩士論文加值系統

我國實施全民健康保險之後，各先進國家之高科技醫療器材企業紛紛進入台灣市場投資，將許多創新的醫療技術與產品引進台灣，帶動國內醫療產業的進步與發展。但近年來隨著全民健保給付制度的限制與變革，導致許多產品的保險給付大幅降低，使得企業的獲利空間逐年緊縮，再加上市場上同質性產品如雨後春筍般出現，造成競爭激烈的價格競賽，企業獲利空間大幅縮水。因此，要如何能夠在政府不利的政策與競爭者的價格競爭中脫穎而出，同時還能獲得穩定的業績成長與利潤空間，才是目前國內醫療器材企業亟需深思的課題。
本研究的目的是透過問卷調查的方式，以國內北中南各大醫院為主，並且具有採購或選擇醫療器材決定權之主任或主治醫師為研究對象，藉此了解哪些關鍵因素會影響顧客的滿意度與忠誠度，同時利用各種統計分析工具，進一步了解各項變項之間的關聯性，包含醫院的屬性、醫院的規模、醫院的地理位置、醫師的年齡、醫師的職位等，提供國內醫療器材公司深入了解顧客的需求，並且針對本研究整理出來的四個關鍵因素來構思相關的行銷策略，以提升目標顧客的滿意度與忠誠度。
本研究採用便利抽樣法(convenience sampling)，取得有效問卷共78份，北部醫院28份、中部醫院23份、南部醫院27份。問卷設計採用Likert五點尺度，並採用SPSS14.0統計套裝軟體進行資料分析，分析方法則採用敘述統計分析、信度分析、因素分析、變異數分析、迴歸分析等。
本研究獲得以下結論：
1.顧客關係與顧客滿意度有正向關係
2.企業形象與顧客滿意度有正向關係
3.品牌知名度與顧客滿意度並沒有顯著正向關係
4.服務品質與顧客滿意度有正向關係
5.顧客滿意度與顧客忠誠度有正向關係
6.醫師的年齡、醫院屬性、規模、地理位置等變項與四大影響因素之間的關聯性有部分具顯著性差異，提供醫療器材業者針對特定區隔市場做差異化策略。

In Taiwan, after health insurance put into practice, there were many foreign medical device companies which invested a lot of money and brought newly products into this market. It improved the progress and development for local medical device industry. However, in recent years, the health insurance had big trouble with huge debt in company management because there were a lot of waste from patients and hospital. Therefore, our government decided to change the policy of health insurance. They tried to limit or cut insurance expense from all of hospitals. It also limited the profit of product and made medical device company hard to live. Therefore, it’s very important issue that we should try to find out some good strategy to resist any threat of environment or competition as soon as possible.
This research was aimed at exploring the relationship among customer relationship, company image, product brand image, and service quality and customer satisfaction in medical device market.
We find that customer relationship, company image and service quality affects customer satisfaction and customer loyalty. All of these relationships are significant and positive, but the product brand image doesn’t affect customer satisfaction. Thus, we recommend that the medical device company manager must put emphasis on how to improve customer relationship, how to build up good company image to become a word of mouse, and how to set up thouthtful service for customers. This revolution will let customers accept company’s service or product again and build up very tight customer loyalty.

中文摘要………………………………………………………………I
英文摘要………………………………………………………………II
誌謝……………………………………………………………………III
目錄……………………………………………………………………IV
表目錄…………………………………………………………………V
圖目錄…………………………………………………………………VI
第一章 緒論…………………………………………………………
1.1 研究背景與動機…………………………………………………1
1.2 研究目的…………………………………………………………3
1.3 研究流程…………………………………………………………4
第二章 文獻探討……………………………………………………
2.1 顧客關係相關文獻探討…………………………………………5
2.2 企業形象相關文獻探討…………………………………………11
2.3 品牌知名度相關文獻探討………………………………………13
2.4 服務品質相關文獻探討…………………………………………15
2.5 顧客滿意度相關文獻探討………………………………………22
2.6 顧客忠誠度相關文獻探討………………………………………24
第三章 醫療器材產業概況與分析…………………………………27
第四章 研究設計……………………………………………………33
4.1 研究架構…………………………………………………………33
4.2 研究假設…………………………………………………………33
4.3 變數的操作性定義………………………………………………35
4.4 抽樣方法…………………………………………………………37
4.5 資料分析方法……………………………………………………37
第五章 資料分析…………………………………………………… 39
5.1 樣本結構分析……………………………………………………39
5.2 敘述統計分析……………………………………………………40
5.3 信度分析…………………………………………………………46
5.4 因素分析…………………………………………………………46
5.5 變異數分析………………………………………………………52
5.6 迴歸分析…………………………………………………………59
第六章 結論與建議…………………………………………………
6.1 研究結論…………………………………………………………62
6.2 貢獻與建議………………………………………………………64
6.3 研究限制與後續研究建議………………………………………67
參考文獻………………………………………………………………68
附錄 研究問卷…………………………………………………………74

一、 英文參考文獻
Acxiom Co.,“View from Above: The Path to True Customer Relationship Management”
Anderson, E. W.“Cross-Category Variation in Customer Satisfaction and Retention.”Marketing Letters 5, no.1(1994):19-30
Anderson, E. W.,Claes .F, and Donald. R. Lehmann.“Customer Satisfaction, Market Share, and Profitability: Findings from Sweden.”Journal of Marketing 58:53-66
Barsky, J. D. World Class Customer Satisfaction
Berry, L.L. and A. Parasuraman,and Valarie A. Zeithaml.“The Service Quality Puzzle.”Business Horizon 31, no.5:35-43
Berry, L.L.(1995),“Relationship Marketing of Service-Growing Interest, Emerging Perspectives,”Academy of Marketing Science, Vol.23,pp.236-245
Bitner, M.J.(1995),”Building Service Relationships: It’s All About Promises,”Journal of the Academy of Marketing Science, No.4, pp.246-251
Bitner, M.J.(1995),”Building Service Relationships: It’s All About Promises,”Journal of the Academy of Marketing Science, Vol.23 No.4, pp.246-251
Boltom, R. N., and J. H. Drew(1991), “A Multistage Model of Customer Assessment of Service Quality & Value,”Journal of Consumer Resarch, Vol.17, March, pp.375-384.
Christy R. Oliver, G., and Penn J.(1996), “Relationship Marketing in Consumer Markets”Joournal of Marketing Management, Dec.1996,pp.161-173
Copulsky, J.R., and Wolf, M.J.,(1990),“Relationship Marketing: Position for the Future,”Journal of Business Strategy, July,pp.16-20
Cronin,J.J.,and Taylor, S.A.(1992), “Measuring Service Quality:A Re-examination and Extension.”Journal of Marketing, Vol.56,pp.55-68
Crosby, L. A. and Nancy Stephens.“Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry.”Journal of Marketing Research 24(Nov 1987):404-411.
Dabholkar, Pratibha A., Dayle.Thorpe, and Joseph O. Rentz, (1996),“A Measure of Service Quality for retail Stores:Scale Development and Validation,”Journal of the Academy of Marketing Science,Vol.24,No.1,pp3-16
Dawar, H. and P. Parker.”Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality.”Journal of Marketing 58, no.2(1994):81-95
Dichter, E. (1985), “What’s in an image,”The Journal of Consumer Marketing, Vol.2, pp.75-81
Dodds, William B. and Kent B. Monroe.“ The Effect of Brand and Price Information on Subjective Product Evaluations.” Quoted in Advances in Consumer Research, ed.E. Hirschman and M. Holbrook(1985):85-90
Dwyer, F. R., Schurr, P.H., and Oh, S.(1987),”Developing Buyer-Seller Relationships,” Journal of Marketing, Vol.51,pp.11-27
Engel, James F., Roger D. Blackwell, and Paul W. Miniard. Consumer Behavior(1993)
Evans, Joel R., and Richard L. Laskin(1994),”The Relationship Marketing process: A Conceptualization and Application,” Industrial Marketing Management, Vol.23,pp.439-452
Faircloth, James B., Louis M.Capella, and Bruce L. Alford.”The Effect of Brand Attitude and Brand Image on Brand Equity.” Journal of Marketing(Summer 2001):61-75
Flanagan, Thomas and Elias Safdie.”Building a Successful CRM Environment.” The Applied Technologies Group (1998)
Garvin, David A. Managing Quality(1988)
Gerson, R. F. Measurement Customer Satisfaction(1993)
Gronroos, Christian(1994),”From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing,” Management Decision, Vol.32, No.2,pp.4-20
Gwinner, Kevin P.“A Model of Image Creation and Image Transfer in Event Sponsorship.”International Marketing Review 14,no.3(1997): 145-158
Hempel, D.J.(1997),“Customer Satisfaction with the Home Buying Process:Conceptualization and Measurement,”Conceptualization of Consumer Satisfaction and Dissatisfaction, Cambridge: Marketing Science Institute.
Jenkins, D.“Customer Relationship Management and The Data Warehouse.”Call Center Solutions 18(Feb 1999):88-92
John, T. Bowen, and Stowe, Shoemarker,(1998), “Loyalty : A strategic commitment,”Cornell Hotel and Restaurant Administration Quarterly, Feb,pp.12-25
Jones, T.O., and Sasser, W.E.(1995), “Why Satisfied Customers Defect,”Harvard Business Review, November/December, Vol.73, pp.88-89
Kalakota, Ravi and Marcia Robinson. “Customer Relationship Management: Integrating Processs to Build Relationship.”(1999)
Kandampully, Jay.“Service Quality to Service Loyalty: A Relationship Which Goes Beyond Customer Service.”Total Quality Management 9, no.6(1998):431-443
Kapferer, Jean-Noel. Strategic Brand Management: New Approachs to Creating and Evaluatingg Brand Equity(1992)
Keller, Kevin Lane.“Conceptualizing, Measureing , and Managing Customer-Based Brand Equity.”Journal of Marketing 57, no1 (1993):1-22
Kotler, P. (1991) Marketing Management: Analysis, Planning, Implementation and Control, 7th ed, Prentice-Hall,
Kotler, P., and Armstrong, G.(1994), Principles of marketing, 6th edition,”Prentice Hall.
Levins, I. (1998), “One-on-One Relationship Marketing Comes of Age”Journal of Medical & Media, June.pp.44-52
Lewis, R. C. and B. H. Booms.”The Marketing Aspects of Service Quality.”Quoted in : L. Berry et al. Emerging Perspectives on Service Marketing (1983)
Mittal, V., Kumar, P., and Tsiros, M.(1999), “Attribute-level performance, satisfaction, and behavioral intentions over time: A consumption-system approach,” Journal of Marketing, Vol.63, pp.88-101.
Morgan, R.M., and Hunt, S.D.(1994),“The Commitment- Trust Theory of Relationship Marketing,“Journal of Marketing ,vol.58,pp.20-38
Oliver, Richard L. “Cognitive, Affective, and Attribute Bases of the Satisfaction Response.”Journal of Customer Research 20(Dec 1993):418-430
Oliver, R.L.(1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,”Journal of Retrailing, pp.57.
Parasuraman A., Zeithaml, V. A., and Berry, L.L. (1988), “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality,”Journal of Retailing, Vol. 64, pp.12-40
Parasuraman A., Zeithaml, V. A., and Berry, L.L. (1994), “Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implicat ions for Further Research,”Journal of Marketing, Vol. 58, pp.111-124
Parasuraman A., Zeithaml, V. A., and Berry, L.L. (1996), “The Behavioral Consequences of Service Quality,”Journal of Marketing, Vol. 60, pp.31-46.
Rao, A. and K. Monroe. “The Effect of Price, Brand Name, and Store Name on Buyers’Perceptions of Product Quality: An Integrative Review.”Journal of Marketing Research 26, no.3 (1989):351-357.
Reichheld, Frederick F. “The Loyalty Effect.” Harvard Business Review 74(Oct, 1996):152-160
Robert, D., Schurr P., and Sejo Oh, (1987), “Developing Buyer-Seller Relationships,”Journal of Marketing, Vol.51, pp.11-27
Rust, R.T., A. J. Zahorik, and T. L. Keiningham (1995), “Return on quality (ROQ): Making Service Quality Financially Accountable,”Journal of Marketing, Vol.59, No.2, pp58-70
Shani, D., and Chalasani (1992),“Exploiting Niches Using Relationship Marketing,“Journal of Consumer Marketing, No.9, Summer, pp.33-42
Sheth, J.N., and Parvatiyar, A. (1995), “Relationship Marketing in Consumer Markets: Antecedents and Consequences,”Journal of the Academy of Marketing Science, No.23, pp.255-271
Tarantin, Don.“Managing Image and Brand.”ABA Bank marketing:34-37
Taylor, S. A., and Baker, T.L.(1994),“An Assessment of Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumer’s Purchase Intention,”Journal of Retailing, Vol.70, pp.163-178
Woodside, Arch G., Lisa L. Frey, and Robert Timothy Daly.“Ling Service Quality, Customer Satisfaction and Behavioral Intentions.” Journal of Health Care Marketing 9, no.4(Dec 1989):5-17.
Zeithaml, Valarie A. “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.”Journal of Marketing 52(July 1988):4-17.
Zeithaml, V. A., Berry L. L., and A. Parasurman(1996), “The Behavioral Consequences of Service Quality,”Journal of Marketing, Vol.60, No.2, pp.31-46


二、 中文參考文獻
1. 郭曉倩(1995)，“企業形象與顧客往來意願及特性之研究”台灣大學商業研究所未出版論文
2. 顧正懿(1995)，“關係行銷與顧客滿意度、顧客忠誠度關係之研究--以台灣地區汽車業為例”中正大學企業管理所未出版論文
3. 華英傑(1996)，“服務品質、顧客滿意度與購買傾向關係之研究”政治大學企業管理研究所未出版論文
4. 王侑惠(1997)，“服務業類別、關係行銷與顧客忠誠度關係之研究”中正大學企業管理所未出版論文
5. 黃逸甫(2002)，“服務品質、價格、品牌形象與品牌個性對顧客滿意度之影響─以銀行業為例”政治大學經營管理所未出版論文
6. 陳淑芳(2002)，“顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究”大同大學事業經營所未出版論文
7. 王冠東(2004)，“國際醫療器材廠商在台行銷通路決策之研究”淡江大學高階管理研究所未出版論文
8. 楊子誼(2005)，“全民健保制度實施後台灣醫療器材產業經營策略之研究-以個案公司為例”成功大學高階管理研究所未出版論文
9. 吳上能(2007)，“論台灣中小企業少量多樣客製化的策略以A公司經營醫療器材為例”中央大學高階管理所未出版論文
10. 劉伊宏(2008)，“醫療器材產業內關係行銷的探討”輔仁大學企業管理所未出版論文