醫藥行銷業者，長久以來在醫院之行銷活動，都是憑藉個人經驗或主觀看法去進行醫藥推廣之活動。因此，在行銷資源及健保費用日漸困窘的今日，唯有將行銷資源做最適當的分配，找到醫師所關注的重心，才能在行銷策略發揮最佳的槓桿效益。

本研究動機是想要探討：
一、哪些常見的行銷活動，是醫師們最關心和注重的。研究中以AHP測量法去分析各種行銷活動在醫師心目中的權重。
二、增強了關係品質是否可增加醫師處方的忠誠度。

由研究結果得知：
一、醫院的醫師最注重的是「學術性」活動，其次是有關行銷人員的「行銷行為」，最後是有關「休閒性 」活動。
二、提升關係品質可以正向影響醫師處方忠誠度。

Pharmaceutical marketing which promote their products in hospital always depend on their experienced or their subjectivity. But in this time . Pharmaceutical marketing still decline the promote resources and on the budget of National Health Insurance (NHI) is during a difficult position. It is important that to understand what promote programs are concerned in doctors. To bring the most appropriate skill into full programs which could to achieve the best benefit in the pharmaceutical marketing .
The purpose of this research is want to investigating two fields：
1、 Which the key factors of promote programs in pharmaceutical marketing that are
concerned in doctors？We survey the weighty values with AHP analysis.
2、 Dose to increase the Relationship Quality could increase the Prescription-Loyalty？

Via this study we found out of：
1、The most concerned in hospital doctors is relating to academic programs . And the next, is relating the salesman promotional behavior. The third, is relating the entertainments programs.
2、To increase the Relationship Quality can increase the Prescription-Loyalty.

中文摘要.............................................................................................................I
英文摘要............................................................................................................II
目錄...................................................................................................................III
表目錄...............................................................................................................IV
圖目錄................................................................................................................V
第一章 緒論.....................................................................................................1
第一節 研究背景.....................................................................................1
第二節 研究動機.....................................................................................3
第三節 研究目的.....................................................................................5
第四節 研究流程.....................................................................................6
第二章 文獻探討.............................................................................................7
第一節 關係對於服務業的重要性.........................................................7
第二節 關係發展.....................................................................................8
第三節 關係品質的定義.........................................................................9
第四節 影響關係品質的前置因素........................................................10
第五節 關係品質的組成構面................................................................16
第六節 忠誠度........................................................................................19
第七節 階層分析法................................................................................23
第三章 研究方法............................................................................................25
第一節 研究架構....................................................................................25
第二節 資料收集....................................................................................27
第三節 資料分析方法............................................................................28
第四節 變項之操作型定義....................................................................37
第四章 研究結果分析....................................................................................41
第一節 樣本資料描述性統計分析........................................................41
第二節 醫藥關係品質前置因素階層分析結果....................................44
第三節 關係品質與處方忠誠度之關聯性分析....................................55
第五章 結論與建議........................................................................................59
第一節 結論............................................................................................60
第二節 研究限制....................................................................................64
第三節 建議............................................................................................65
參考文獻............................................................................................................66
附錄 問卷....................................................................................................74

表目錄
表2-1 關係發展五階段.....................................................................................8
表2-2 關係品質的定義.....................................................................................9
表2-3 影響關係品質前趨因素的相關研究...................................................12
表2-4 關係品質組成構面之比較...................................................................17
表2-5 忠誠度定義相關文獻整理...................................................................19
表2-6 顧客忠誠度衡量指標彙總表-1 ...........................................................21
表2-7 顧客忠誠度衡量指標彙總表-2 ...........................................................22
表3-1 AHP衡量尺度表..................................................................................31
表3-2 AHP之評量表......................................................................................32
表3-3 R.I.值.....................................................................................................36
表3-4 「關係品質」與「忠誠度」的衡量變項.............................................39
表4-1 基本資料分析.......................................................................................42
表4-2 醫院與各科醫師數...............................................................................43
表4-3 總體主構面權重表...............................................................................45
表4-4 總體次層構面權重表...........................................................................45
表4-5 總體再次層構面權重表.......................................................................46
表4-6 醫學中心主構面權重表.......................................................................48
表4-7 醫學中心次層構面權重表...................................................................49
表4-8 醫學中心再次層構面權重表...............................................................50
表4-9 區域醫院主構面權重表.......................................................................51
表4-10 區域醫院次層構面權重表...................................................................51
表4-11 區域醫院再次層構面權重表...............................................................52
表4-12 地區醫院主構面權重表.......................................................................53
表4-13 地區醫院次層構面權重表...................................................................53
表4-14 地區醫院再次層構面權重表...............................................................54
表4-15 Cronbach `s α係數可信性之分佈表..................................................55
表4-16 信度分析...............................................................................................56
表4-17 因子分析...............................................................................................57
表4-18 相關性分析結果...................................................................................57
表4-19 迴歸分析結果.......................................................................................58






圖目錄
圖1-1 研究流程..................................................................................................6
圖2-1 關係品質模式........................................................................................10
圖2-2 LAGACE 等人之關係品質模式..........................................................11
圖3-1 研究架構圖............................................................................................26
圖3-2 分析層級程序法流程圖........................................................................29
圖3-3 AHP層級結構示意圖...........................................................................30

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