跳到主要內容

臺灣博碩士論文加值系統

(44.222.64.76) 您好!臺灣時間:2024/06/14 05:51
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果 :::

詳目顯示

我願授權國圖
: 
twitterline
研究生:蔡國綸
研究生(外文):Kuo-lun Tsai
論文名稱:醫師的屬性對藥商之產品品質與服務品質重視程度之研究-以高雄縣市醫院為例
論文名稱(外文):Study of the degree of valuing the quality of products and quality of service from pharmacists based on different property of doctors
指導教授:謝幸燕謝幸燕引用關係
指導教授(外文):Hsing-yen Hsieh
學位類別:碩士
校院名稱:義守大學
系所名稱:管理研究所碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005
畢業學年度:93
語文別:中文
論文頁數:119
中文關鍵詞:醫師屬性產品品質服務品質
外文關鍵詞:the property of doctorsthe quality of productsthe quality of service
相關次數:
  • 被引用被引用:3
  • 點閱點閱:980
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:4
全民健保的實施對社會大眾而言是一項社會福利政策,但對藥價的各種緊縮政策,對藥商而言是一個重大衝擊,所以藥商如何因應如此的經營困境之道是當務之急。如能探知不同的醫師屬性對藥商之產品品質、服務品質重視程度,那對行銷效益之提高定有幫助。
本研究根據文獻探討,將醫師屬性變項定義為性別、年齡、服務醫院權屬、服務醫院層級、專科別、執業年資、是否為單位主管、處方藥品偏好、每次門診量及平均每日每張處方箋藥價等十項;將產品(藥品)品質內在屬性因素變項定義為:有效性、安全性、方便性等三項,外在屬性因素變項定義為:價格、廣告程度、品牌形象等三項;將服務品質因素變項定義為:實體性、可靠性、反應性、確實性、關懷性等五項。以次數分配與百分比來描述醫師資料及醫師重視產品品質、服務品質的程度平均值的分配情形,使用排序分析來瞭解醫師對產品品質、服務品質各因素重視程度之優先順序。本研究針對高雄縣市的醫院醫師發放問卷調查,共回收282份有效樣本,回收率約92%。以one-way ANOVA 及採用Scheffe 多重比較檢定法或t 檢定來分析有效樣本醫師與產品品質、服務品質群組間各變數重視程度是否有顯著的差異。
本研究發現醫師在產品品質因素中最重視有效性,最不重視廣告程度;在服務品質因素中最重視確實性,最不重視實體性。在醫師屬性對產品品質各因素重視程度之差異比較:女性比男性重視價格;外科系比內科系重視方便性;單位主管除了在有效性外其他產品因素都比非單位主管重視。在醫師屬性對服務品質各因素重視程度之差異比較:在性別、服務醫院權屬及平均每日每張處方箋藥價等三項醫師屬性皆無顯著差異;而年齡較大較重視可靠性;單位主管較重視實體性;高門診量的醫師在可靠性、確實性、關懷性等三項較重視。
The implementation of the NHI(national health insurance) is a welfare policy to the publics. However, all kinds of constriction policy for the NHI price of medicine is a great impact to the pharmacists, so how to adjust the management in such a predicament is a preoccupation. If they can detect the degree of valuing the quality of products(medicine) and the quality of service from the pharmacists based on different property of doctors, it will be much helpful for enhancing the marketing benefit.
This study refer to documents defines 10 variables of property of doctors as gender, age, public or private hospitals, level of working hospital, division of specialist, seniority for practice, being a director of a division or not, preference of prescription, the volume of outpatients each time and the average price of medicine of each daily prescription. It defines 3 variables of the internal property of quality of products as: efficiency, safety and convenience. It defines 3 variables of the external property of products as: price, degree of advertising and brand image. It defines 5 variables of quality of service as: tangible, reliability, responsiveness, assurance and empathy. It describes the data of doctors by frequency distribution and percentage and the distribution status of doctor’s priority of degree of valuing the factors of quality of products and quality of service. The study is aimed at the doctors of the hospitals in Kaohsiung and Kaohsiung County to release the questionnaire and retrieve 282 copies of effective samples. The rate of retrieve is about 92%. It analyzes the effective samples whether there is obvious difference of degree of valuing between the variables of doctors, quality of products, quality of service by using one-way ANOVA test, Scheffe’s test and t-test.
This study discovers the doctors value most the efficiency of products and value less the degree of advertising in the factor of quality of products. They value most the assurance and value less the tangible in the factor of quality of service. In the comparision of difference of property of doctor for quality of products, the degree of valuing is: the female value most the price than the male; those in surgery value most the convenience than those in internal medicine; the directors value most all the factors besides efficiency than those non-directors. In the comparision of difference of property of doctor for quality of service, the degree of valuing is: there is no obvious difference between gender, public or private hospitals and the average price of medicine of each daily prescription; the older value most the reliability; the directors value most the tangible; the doctors with high volume outpatients value most the reliability, assurance and empathy.
第一章 緒論
第一節 研究背景1
第二節 研究問題4
第三節 研究目的5
第四節 研究重要性6
第二章 文獻評論
第一節 藥商的經營環境7
第二節 藥商的行銷組合17
第三節 醫師屬性25
第四節 醫師的處方決策30
第五節 產品品質33
第六節 服務品質39
第三章 研究方法
第一節 研究架構46
第二節 研究變數定義與衡量47
第三節 研究假設50
第四節 資料蒐集與樣本選擇53
第五節 資料分析方法55
第六節 效度與信度57
第四章 結果與討論
第一節 樣本描述59
第二節 醫師對產品品質重視程度的敘述性統計66
第三節 醫師對服務品質重視程度的敘述性統計70
第四節 醫師對產品品質重視程度的變異數分析73
第五節 醫師對服務品質重視程度的變異數分析86
第五章 結論與建議
第一節 研究結論97
第二節 理論與實務涵義106
第三節 後續研究建議114
參考文獻
中文部分115
英文部分118
中文部分
[1]大前研一 (1988)。回歸策略本質:創造顧客價值,世界經理文摘,31期,6–26頁。
[2]中央健保局 (2004)。(http://www.nhi.gov.tw)
[3]中華民國醫師公會全國聯合會 (2004)。(http://www.med-assn.org.tw)。
[4]王克陸、彭雅惠 (2000)。台灣醫療產業代理問題之研究。產業論壇,1(2),205-223頁。
[5]行政院衛生署 (2005)。(http://www.doh.gov.tw/cht/index.aspx)
[6]吳力人 (1999)。從藥業看全民健保。醫院雜誌,28卷,3期,12–13頁。
[7]吳統雄 (1994)。電話調查:理論與方法。台北:聯經。
[8]吳錦松 (2001)。論病例計酬制度對醫院用藥行為之影響,高雄醫學大學公共衛生學研究所,碩士論文。
[9]呂德銘 (2001)。全民健康保險制度對製藥產業之影響,東海大學管理研究所,碩士論文。
[10]李佳璋 (1997)。產品績效指標、消費者滿意度及構後行為之整合性分析,台大管理論叢,1卷,1期,25–28頁。
[11]李季黛 (2003)。醫院員工對總額支付制度之滿意度研究,義守大學管理科學研究所,碩士論文。
[12]李芳全 (1999)。永信藥品關係企業經營策略之研究,東海大學管理研究所,碩士論文。
[13]李碧玉 (2004)。中老年糖尿病之門診處方型態分析,臺北醫學大學醫務管理學系,碩士論文。
[14]邱皓政 (2003)。量化研究與統計分析。台北:五南
[15]柯雨利 (2003)。促銷活動對醫師藥物選擇行為之影響,國立成功大學高階管理碩士在職專班,碩士論文。
[16]郭正睿 (2002)。中區醫學中心門診上呼吸道之抗生素處方型態及利用分析,高雄醫學大學公共衛生學研究所,碩士論文。
[17]陳信岳 (2003)。行銷人員人格特質對服務品質影響之研究-以西藥服務業為例,靜宜大學企業管理學系,碩士論文。
[18]陳俊孝 (2002)。品牌形象、價格知覺與服務品質對購買意願整合模式影響之研究,國立台北科技大學商業自動化與管理研究所,碩士論文。
[19]陳嘉農 (1998)。全民健保對製藥產業的影響及因應之道。藥學雜誌,14卷,2期,39–40頁。
[20]賀家光 (2003)。醫師處方藥品之關鍵決定因素—以高血壓藥為例,國立台北大學企業管理學系,碩士論文。
[21]蔣曉秋 (2003)。影響醫師處方藥品的重購意願之探討,義守大學管理研究所,碩士論文。
[22]盧彥樺 (2001)。探討DRG 90之住院處方型態,國立陽明大學醫務管理研究所,碩士論文。
[23]謝幸燕 (2005)。藥商與醫師的處方決策:醫療制度與組織面之脈絡分析,台灣社會學刊,第三十四期,88–132頁。
[24]Leon G.Schiffman (2001)。消費者行為(顧萱萱、郭建志譯)。台北:學富。
英文部分
[1]Brown, T. J., G. A. Churchill Jr. and J. P. Peter (1993). Improving the measurement of service quality. Journal of Retailing, 69 (1), 127–139.
[2]Brucks , M (1985). The Effects of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research, 12, 1–16.
[3]Busch, Paul and David T. Wilson (1976). An Experimental Analysis of a Salesman’s Expert and Referent Bases of Social Power in the Buyer-Seller Dyad. Journal of Marketing Research, 13 (February), 3–11.
[4]Carman, James M. (1990). Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions. Journal of Retailing, Vol. 66, No.1, Spring, pp.33-55.
[5]Churchill, G. A. and Suprenant C. (1982). An Investigation into Determinants of Customer Satisfaction, Journal of Marketing 69 Research, 491–504.
[6]Cooper and Emory (1995). Business Research Methods, fifth edition.
[7]Cronin, J.Joseph and Steven Taylor (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, Vol.56, pp.55–68.
[8]Curry, D.J. and Faulds (1986). Indexing Product Quality: Issues,Theory and Result. Journal of Marketing, 13, 134–145.
[9]Dwyer, F. R., P. H. Schurr and S. Oh (1987). Developing Buyer-Seller Relationships. Journal of Marketing, 51 (April), 11–27.
[10]Garvin, David A. (1983). Quality on the Line. Harvard Business Review, September-October 1983, pp.65–75.
[11]Ghiselli,E.E., Campell, J.P., & Zedeck, S. (1981). Measurement theory for the havioral sciences. San Francisco: Freeman.
[12]Hans Jorn Juhl, Kai Kristensen and Peder Ostergaard (2003). Customer Satisfaction in European Food Retailing. Journal of Retailing and Customer Services, 9, 327–334.
[13]Hans Jorn Juhl, Kai Kristensen and Peder Ostergaard, (2003). Customer Satisfaction in European Food Retailing. Journal of Retailing and Customer Services, 9: 327-334.
[14]Hawkey, C. J., D. J. Cullen, D. C. Greenwood, et al. (1997). Prescribing of Nonsteroidal Anti-inflammatory Drugs in General Practice: Determinants and Consequences. Alimentary Pharmacology and Therapeutics 11, 293-298.
[15]Industrial Marketing Management.
[16]Johnson, Eric J., and J. Edward Russo (1984). Product Familiarity and Learning New Information. Journal of Consumer Research, 11, 205–210.
[17]Kirmani, A. and P. Wright (1989). Money Talk: Perceived Advertising Expense and Expected Product Quality. Journal of Customer Research, 16, 344–353.
[18]Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation, and Control, 9th ed., Prentice-Hall, Englewood Cliffs, NJ.
[19]Leuthesser, L. (1997). Supplier Relational Behavior: An Empirical Assessment.
[20]Moore, W. L. and D. R. Lehmann (1980). Individual Differences in Search Behavior for a Nondurable. Journal of Consumer Research, 7, 296–307.
[21]Petty, R. E. and J.T. Cacioppo (1981) Attitude and Persuasion: Classic and Contemporary Approaches. Dubuque, Iowa: Wm C. Brown Co.
[22]Phillips, Chang & Buzzell (1983) Product Quality, Cost Position, and Business Performance: A test of some Key Hypotheses. Journal of Marketing, 47, 26–43.
[23]Pontes, M. C. (1995). Agency Theory: A Framework for Analyzing Physician Services Health Care Management Review 20(4):57-79.
[24]Rao, A. R. and K. B. Monroe (1988). The Moderating Effect of Prior Knowledge on Cue Utilization in Product Evaluations. Journal of Consumer Research, 15, 253–264.
[25]Sasser, W. E., R. P. Olsen, Jr., and D. D. Wyckoff (1978). Management of Service Operations: Text, Cases and Readings, Allyn and Bacon, Boston.
[26]Scharitzer, Dieter and Harald C. Kollarits. (2000). Satisfied Customer: Profitable Customer Relationships:Pharmaceutical Marketing:How Pharmaceutical Representatives can Achieve Economic Success through Relationship Management with General Practitioners-An Empirical Study. Total Quality Management, 11(7), 955–S965.
[27]Steenkamp (1988) The Relation between Price and Quality in the Marketplace. De Economic, 491–507.
[28]Sujan, M.. (1985) Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments. Journal of Consumer Research, 12, 31–46.
[29]Wechsler, Jill. (2001). Risks and Rewards in the Global Marketplace. Pharmaceutical Technology, 25(5), 16–24.
[30]Zeithaml (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesize of Evidence. Journal of Marketing, 52, 2–22.
[31]Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985a). Problems and Strategies in Service Marketing. Journal of Marketing 49, Spring1985, pp.33–46.
[32]Zeithaml, V.A. (1988). Consumer Perceptions of Price and Value:A Means-End Model & Synthesis of Evidence. Journal of Marketing, Vol.53, July, pp.2-22.
[33]Zeithaml, V.A. and M.J.Bitner (1996). Service Marketing. McGraw-Hill, Maidenhaed.
[34]Zeithaml, Valarie A., Parasuraman, A., & Berry, L.L. (1985b). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, Vol.49, Fall1985, pp.41–50.
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top