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研究生:黃瑛勝
研究生(外文):Yin-sheng Huang
論文名稱:探討顧客知識管理於服務品質之研究-以台灣連鎖藥局為例
論文名稱(外文):Investigating Customer knowledge management and service quality in the Chain Pharmacy
指導教授:洪德俊洪德俊引用關係
指導教授(外文):Der-juinn Horng
學位類別:碩士
校院名稱:國立中央大學
系所名稱:企業管理學系碩士在職專班
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:2010
畢業學年度:98
語文別:中文
論文頁數:55
中文關鍵詞:顧客知識管理服務品質連鎖藥局
外文關鍵詞:Customer knowledge managementservice qualityChain Pharmacy
相關次數:
  • 被引用被引用:6
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  • 收藏至我的研究室書目清單書目收藏:2
國內藥局的發展因受到政府政策及物業流通業快速發展影響,傳統的藥局逐漸被藥妝店乃至複合式藥局所取代,以因應商品少量多樣化、客製化(customized)及消費情報資訊化的需求。因此,本研究結合顧客關係管理(Customer Relationship Management;CRM)系統,運用知識管理(Knowledge Management;KM)觀點,善用顧客知識管理的技術來輔助顧客關係之管理,以創造更具有價值且符合顧客需求的服務品質。
本研究架構第一部份以Tiwana(2001)提出之顧客知識管理及顧客知識來源來探討服務品質之策略;第二部份以Parasuraman, et al (1988)所提出之服務品質特性,包含有形性、可靠性、反應性、確實性、關懷性,探討連鎖藥局透過顧客知識管理、顧客知識來源對於提升企業服務品質的影響。研究方法採用SPSS 軟體,以逐步迴歸分析(stepwise multiple regression)及複迴歸分析探討因素間的線性關係。本研究以台灣前三大連鎖式複合藥局:康是美、丁丁藥局、博登藥局之北、中、南三區各家分店為抽樣母體,以各家連鎖藥局分店負責人為樣本對象,每家連鎖藥局北、中、南三區各抽20 份,全省共發放180 份,共回收33 份,回收率為18.33%。
研究結果顯示H1 顧客知識管理對服務品質有顯著之影響部分獲得支持,H2 顧客知識來源對服務品質有顯著之影響部份獲得支持。整體而言,本研究之迴歸分析的解釋力是可被接受的,其中,顧客知識管理對服務品質的R2 值為0.693;顧客知識來源對服務品質的R2 值為0.352 之間。進一步分析,以顧客知識管理構面而言,「知識分享」及「知識創造」因素將對服務品質造成顯著性之影響;以提供顧客知識來源方面而言,「市場資訊」、「產品與服務資訊」因素將對連鎖藥局的服務品質造成顯著性之影響。
The development of the domestic pharmacies in Taiwan has influenced by the government policy and logistics. Gradually, the traditional pharmacy had been replaced by the chain pharmacies to face the demands of products variety, customized and the consumer information. Therefore, the study combined Customer Relationship Management and Knowledge Management to improve the service quality and value by the customer knowledge management.
The first part of the research framework adapts the strategy of customer knowledge management and customer knowledge source indicated by Tiwana (2001); the second part adapts the service quality including tangibles, reliability, assurance, empathy, and responsiveness to confer how the effect in improving the business service quality by using the customer knowledge management and customer knowledge source in the chain pharmacies. This study selected 3 chain pharmacies, such as chain drugstore of COSMED, Medicine-shop, JJ, the managers in domestic. There were 180 questionnaires given out randomly to managers in 20 chain pharmacies in Taiwan and 33 copies were valid. The research data acquired is analyzed by SPSS 14.0 Chinese version based on the research purpose and question, and quantified data is explored through stepwise multiple regression, hierarchical multiple regression to explore the line relationship between the factors.
The H1 hypothesis that customer knowledge management effects the service quality is partly supported, and the H2 hypothesis that customer knowledge source effects the service quality is partly supported. Generally speaking, the regression explanation results of are accepted, and the R value of customer knowledge management to service quality is 0.693, p<0.05; the R value of customer knowledge source to service quality is 0.352, p<0.05. In the dimension of customer knowledge management, the factors of “knowledge sharing” and “knowledge innovation” are significant; in the dimension of customer knowledge source, the factors of “marketing information” and “product and service information” are significant in the chain pharmacies.
中文摘要..................................................................................................................... iv
Abstract ........................................................................................................................ v
誌謝.............................................................................................................................vi
第一章 緒論............................................................................................................ 1
第一節 研究背景與動機........................................................................................... 1
第二節 研究目的...................................................................................................... 3
第三節 論文架構...................................................................................................... 3
第二章 文獻探討...................................................................................................... 5
第一節 連鎖藥局產業............................................................................................... 5
第二節 連鎖藥局之分析........................................................................................... 7
第三節 顧客知識管理............................................................................................. 10
第四節 服務品質.................................................................................................... 14
第三章 研究方法.................................................................................................... 17
第一節 研究架構.................................................................................................... 17
第二節 各構面變數的操作性定義.......................................................................... 18
第三節 研究假設.................................................................................................... 21
第四節 研究樣本.................................................................................................... 22
第五節 研究方法.................................................................................................... 23
第六節 研究流程.................................................................................................... 24
第四章 研究結果分析............................................................................................. 25
第一節 樣本資料分析............................................................................................. 25
第二節 各構面的敘述性統計資料分析.................................................................. 27
第三節 信度與效度檢定......................................................................................... 33
第四節 迴歸分析.................................................................................................... 38
第五章 結論與建議................................................................................................. 43
第一節 研究結論.................................................................................................... 43
第二節 研究建議.................................................................................................... 44
第三節 管理意涵.................................................................................................... 46
第四節 未來研究.................................................................................................... 47
參考文獻.................................................................................................................... 48
附錄A........................................................................................................................ 50
中文文獻
1. 沈迪銘,1994。商店形象與惠顧行為之關係研究-台北市新型連鎖藥局之實證研究。中山大學企業管理研究所碩士論文,未出版。
2. 許延年,2004。台灣藥局現狀和未來發展方向之探討。立德學報,1(2),P.63-77。
3. 陳位存,2000。台灣地區連鎖藥局經營策略之研究。淡江大學國際貿易研究所碩士論文,未出版。
4. 蔡敦浩,1998。醫藥分業對社區藥局專業化轉型之衝擊與影嚮。國立中山大學企業管理研究所碩士論文,未出版。
5. 衛生署統計處,2008。中華民國97 年版公共衛生年報。行政院衛生署出版。
英文文獻
1. Beckman, T., 1997. A Methodology for Knowledge Management: Proceeding of the IASTED, International Conference on AI and Soft Computing.
2. Garvin, D. A., 1984. What Does Product Quality Really Mean?, Sloan Management Review, 26(1), P.25-43.
3. Gronroos, C., 1990. Service Management and Marketing, Lexington ,P.27-41.
4. Gummesson, E., 1987. Using internal marketing to develop a new culture – The case of Ericsson quality. Journal of Business and Industrial Marketing, 2(3), P.23-28.
5. Lovelock, 1991. Developing Frameworks for Understanding Service Marketing, Service Marketing 8 ed. Prentice Hall.
6. Lovelock, C., & Wright, L., 2002. Principles of service marketing and management (2nd ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
7. Malloy, J.M. and Skinner, D.B., 1984. Mdicare on the Critical List. Harvard Business Review, 62(6), P.122-136.
8. Parasuraman, A., Vararie, A.Z., and Leonard, L.B., 1985. A Conceptual Model of Service Quality and Its Implication for Future Research, Journal of Marketing, 49(Fall), P.41-50.
9. Parasuraman, A., Vararie, A.Z., and Leonard, L.B., 1988. SERVQUAL:A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality.
Journal of Retailing, 64(1), P.12-40.
10. Porter, M.E., 1980. Competitive Strategy, N.Y.: Free Press, P.39.
11. Reichheld, F. F. and Schefter, P., 2000. E-loyalty: Your Secret Weapon on the Web, Harvard Business Review, 78, P.105-113.
12. Sasser, W.E., Olsen, R.P. and Wyckoff, D.D., 1978. Management of service operations, NY: McGraw Hill.
13. Swift, R. S., 2001. Accelerating Customer Relationships: Using CRM and Relationship Technologies. NJ: Prentice-Hall.
14. Tiwana, A., 2000. The Knowledge Management Toolkit: Practical Techniques for Building a Knowledge Management System, Upper Saddle River, NJ: Prentice
Hall PTR.
15. Tiwana, A., 2001. The Essential Guide to Knowledge Management: E-business and CRM Applications, Upper Saddle River, NJ, Prentice Hall PTR.
16. Wayland & Cole, 1997. Customer Connections: New Strategies for Growth”, Harvard Business School Press.
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