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研究生:黃千原
研究生(外文):Chien-yuan Huang
論文名稱:臺灣西藥業顧客關係管理之研究
論文名稱(外文):Exploring the Customer Relationship Management on Taiwan Pharmaceutical Industry
指導教授:李元恕李元恕引用關係
指導教授(外文):Yuan-Shuh Lii
學位類別:碩士
校院名稱:逢甲大學
系所名稱:經營管理碩士在職專班
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:2007
畢業學年度:95
語文別:中文
論文頁數:81
中文關鍵詞:企業倫理關係品質行為忠誠度態度忠誠度專業知識服務補救依賴程度
外文關鍵詞:professional knowledgeservice recoverydepend
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隨著產業環境的變遷,西藥業除了致力於研發之外,另一具高價值的部分乃在於行銷,目前因產品的差異性越來越小,導致各家藥廠競爭日益激烈。如何在眾家藥廠中脫穎而出,持續保持高績效的銷售成果,與顧客建立良好的關係進而取得客戶的信任、承諾及增加顧客滿意度及忠誠度實為重要的課題。

  因此,本研究的目的以台灣外商藥廠的藥品行銷業務為研究對象,並以Crosby, Evans and Cowles(1990)及Lagace(1991)的研究架構模型作延伸,企圖探討在台灣目前在這競爭激烈的產業環境中,藥廠與顧客的關係,透過醫藥業務代表的專業知識、服務補救能力、顧客對醫藥業務代表的依賴程度及公司的企業倫理等構面來探討藥廠與顧客在關係品質及忠誠度等構面的相互影響。

  研究結果發現,醫藥業務代表的專業知識對關係品質具有正向影響,醫藥業務代表對服務補救的能力對關係品質的提升具有正向影響,但顧客對醫藥業務代表的依賴程度對關係品質具有正向影響此假說不成立,企業倫理對關係品質具有正向影響,關係品質對行為忠誠具有正向影響,關係品質對態度忠誠具有正向影響。本研究期望能提供有價值的資訊,讓台灣外商藥廠在作顧客關係管理時可作為參考。
The environment of pharmaceutical industry is facing a huge change. The values for pharmaceutical companies are R&D and marketing. The lack of product variation has caused even forced competition. How to build a good relationship with customers to earn their trust、commitment、customer satisfaction and loyalty is thus an important topic.
 The purpose of this study is to explore the customer relationship management on Taiwan pharmaceutical industry. Structural by people、service and company properties to discuss the relationship between pharmaceutical companies and customers to find the key points of building relationship quality and loyalty.
 The major findings are as following: Good professional knowledge and service recovery abilities for medical representative have positive influence with relationship quality. Corporate ethics has positive influence on relationship quality. But the dependence for customers to medical representative has no positive effect on relationship. Relationship quality on behavioral and attitude loyalty also reveals positive effect . Hopefully the study results can provide useful information for global pharmaceutical companies in Taiwan to initiate customer relationship management.
封面內頁
中文摘要 i

英文摘要 ii

致謝 iii

目錄 iv

圖目錄 vii

表目錄 viii


第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究流程 3
1.4 研究範圍與對象 5
1.5 論文架構 5

第二章 文獻回顧與假說發展 6
2.1 關係行銷 6
2.2 關係行銷的層級 9
2.3 關係銷售行為 11
2.4 銷售人員的專業知識 11
2.5 服務屬性 12
2.5.1 服務補救 14
2.5.2 依賴程度 15
2.6 企業倫理 16
2.7 關係品質 19
2.7.1信任 20
2.7.2滿意 21
2.7.3承諾 27
2.8 顧客忠誠度 27


第三章 研究方法 40
3.1 研究架構 40
3.2 研究假設 41
3.3 研究設計 41
3.4 衡量問項 43
3.5 統計分析方法 46

第四章 研究分析與結果 48
4.1 樣本基本資料分析 48
4.2 信度分析 49
4.3 效度分析 50
4.3.1 內容效度 50
4.3.2 收斂效度與區別效度 51
4.4 線性結構模式評估 53
4.4.1整體模型配適度檢定 53
4.5 假設檢定 56
4.5.1線性結構模式評估 56


第五章 研究結論與建議 61
5.1 研究結果 61
5.2 管理上的涵義 63
5.3 研究限制 65
5.4 對後續研究之建議 66

參考文獻 67



















圖目錄
圖1-1 研究流程圖 4
圖2-1 Crosby,Evans & Cowles(1990)
學者之關係品質模式 19
圖3-1 研究架構 40
圖3-2 問卷設計流程及內容 42
圖4-4 本研究模型之結構方程式路徑圖 55
圖4-5 競爭模型之結構方程模式路徑圖 60


















表目錄
表 2-1 關係行銷之相關定義 6
表2-2 Berry & Parasuraman 之關係行銷層次 10
表2-3 企業倫理的議題 17
表2-4 企業倫理之範圍 18
表2-5 顧客滿意度的定義整理 22
表2-6 Boulding et al.滿意度的研究 25
表2-7 顧客忠誠度的定義 33
表2-8 忠誠度的衡量方式 37
表3-1 專業知識的衡量問項 43
表3-2 服務補救的衡量問項 43
表3-3 依賴程度的衡量問項 44
表3-4 企業倫理的衡量問項 44
表3-5 信任的衡量問項 44
表3-6 承諾的衡量問項 45
表3-7 顧客滿意的衡量問項 45
表3-8 態度忠誠的衡量問項 45
表3-9 行為忠誠的衡量問項 45
表4-1 研究樣本基本資料 48
表4-2 信度之衡量 50
表4-3-1 模型效度之衡量 51
表4-3-2 構面相關係數 52
表4-4-1 研究模型整體配適度 54
表4-5-1 研究模型線性結構模式評估結果 57
表4-5-2 研究假說實證結果 58
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