(3.210.184.142) 您好!臺灣時間:2021/05/09 10:37
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:李蜀薇
研究生(外文):Shu-Wei Lee
論文名稱:獨立藥局的行銷策略:以百安大藥局為例
論文名稱(外文):A Study of Marketing Strategy on Single-Store Pharmacy: with Bai-An Pharmacy as an Example
指導教授:李宗儒李宗儒引用關係
口試委員:陳秀育蔡雅玲
口試日期:2016-07-25
學位類別:碩士
校院名稱:國立中興大學
系所名稱:高階經理人碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:49
中文關鍵詞:藥局服務接觸行銷策略
外文關鍵詞:PharmacyService contactMarketing strategy
相關次數:
  • 被引用被引用:0
  • 點閱點閱:108
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
隨著藥局市場越來越競爭,如何增進顧客購買意願是重要的關鍵。本研究從消費者角度出發,探討藥局的服務接觸關鍵因素,並依據關鍵因素擬訂行銷策略。本研究彙整上述變數之相關文獻並做關聯性探討,針對國內使用者,以便利抽樣方式進行問卷調查,共回收262份有效問卷,進行樣本組成分析及灰關聯分析等。研究結果發現顧客進入百安大藥局購物前所考量的關鍵因素有停車方便性、良好口碑、明亮顯目的招牌等三個關鍵因素。進入百安大藥局後影響顧客購物滿意度的關鍵因素有本藥局能提供專業的用藥諮詢服務、營業項目多/產品齊全、藥師專業親切、環境舒適明亮、提供慢性病藥物諮詢等五個關鍵因素。顧客在消費完畢離開百安大藥局之後,持續重視的關鍵因素有本藥局提供退換貨服務、提供處方箋領藥通知、收到藥局提供之健康與疾病照護知識等三個重要的關鍵因素。
根據研究結果提出針對重視停車便利性、提供高品質的服務、醒目明亮精緻質感的招牌、提供豐富多樣的產品、標準化的訓練、廣敞舒適消費環境、提供藥物諮詢、提供退換貨服務、提供處方箋領藥提醒通知及提供顧客健康知識等關鍵因素相對應的行銷策略。


With the intense competitiveness of pharmacy, how to enhance customers’ purchase intention is important. This study explored the key factors of service contact from the perspective of customers. This study used convenient sampling and there were 262 valid questionnaires samples. The statistic software was used to do descriptive statistics and GRA analysis. The conclusions are as follows: Before customers enter the store, the total three key factors are the convenience of parking, good reputation, and the bright, eye-catching signs. After customers enter the store, the total five key factors are professional consulting service, more complete product items, professional cordial energetic pharmacists, comfortable environment, and to provide pharmacy counseling of chronic diseases. After customers leave the store, the total three key factors are to provide the service of return of goods, to provide the receive notification of prescription medicine, and to provide disease care and health information. According to the result, the marketing strategy comprise emphasis of parking convenience, supply of high service quality, bright sign, diversified products, SOP training, comfortable environment and supply of medicine consulting and health knowledge.

中文摘要 i
英文摘要 ii
目錄 iii
表目次 v
圖目次 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 研究流程 3
第四節 研究範圍與對象 5
第五節 研究限制 5
第二章 文獻探討 6
第一節 百安大藥局簡介 6
第二節 台灣藥局產業的發展現況 7
第三節 服務接觸 10
第四節 行銷策略組合 14
第三章 研究方法 18
第一節 研究概念 18
第二節 研究對象與資料來源 18
第三節 變項衡量與問卷設計 19
第四節 資料分析方法 22
第四章 研究結果 25
第一節 樣本結構分析 25
第二節 GRA灰關聯分析 26
第五章 結論與建議 36
第一節 結論 36
第二節 建議 39
參考文獻 39
一、中文 39
二、外文 40
附錄 46

台經院產業資料庫(2015年4月)。藥品及化粧零售業景氣動態報告。http://tie.tier.org.tw/db/article/list.asp?code=IND29-14&ind_type=midind
行政院主計總處(2016年1月)。中華民國行業標準分類第十次修訂。http://www.dgbas.gov.tw/ct.asp?xItem=38933&ctNode=5479&mp=1
池文海、陳瑞龍、陳文岳(2010)。影響顧客對藥妝店購買行為之研究中華管理評論,第13卷,第1期,1-25頁。
吳文貴、黃淑琴(2014)。攤販服務場景、服務接觸對顧客情緒反應、商品評價及消費意願之影響。商管科技季刊,第15卷,第4期,523-544頁。
吳靜芳、王超弘(2015)。利用因素分析及 AMOS 探究台北地區健保藥局, 複合式藥局及藥妝店之服務滿意度。科際整合管理研討會,592-603頁。
周逸衡、關復勇、凌儀玲(1998)。眼鏡零售業人員服務接觸與顧客反應間關係之研究。Asia Pacific Management Review, 3(2), 149-164.
林筠華(2010)。探討服務接觸、關係品質與服務品牌權益之關係。嶺東學報,第28期,21-39頁。
邱志聖(2010)。策略行銷分析-架構與實務應用(三版),台北市:智勝文化。
許延年(2004)。台灣藥局現狀和未來發展方向之探討。立德學報,第1卷,第2期,63-70頁。
黃俊英(2002)。行銷學。台北:華泰文化。
詹悉珍(2011)。服務接觸、顧客滿意度與小費意圖之關係。中國文化大學國際企業管理學系博士論文。
董千儀、林慧玲、林昌誠、林素真、何藴芳(2008)。民眾對醫院與社區藥局慢性病連續處方調劑服務的觀感。臺灣醫學,第12卷,第6期,635-643頁。
詹麗珍(2001)。醫藥分業後社區藥局藥師執業現況。國立中山大學人力資源管理研究所,碩士學位論文。
裴文、黃筱惠(2009)。應用模糊層級分析法於連鎖藥妝店之服務品質及促銷知覺價值評估研究。中原企管評論,第7卷,第2期,85-102頁。
蕭至惠、許志賢、許世芸、許書銘(2007)。探討商店環境刺激對顧客情緒與購物價值之影響。運動休閒餐旅研究,第2卷,第2期,48-66頁。
鍾英傑、林孟治(1995)。現代藥局之經營管理,初版,金名圖書,台北。
簡正仁(2013)。服務品質、顧客滿意與顧客忠誠對轉換成本關聯性之影響─以連鎖藥局為實證研究對象。國立高雄應用科技大學,企業管理系碩士班,碩士論文。
Ahmad, A. E. M. K., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective. International Journal of Marketing Studies, 5(6), 210-227.
Ali, M., Ilyas, M., & Rehman, C. A. (2016). Impact of consumer centric marketing mix elements on consumer buying behavior; an empirical investigation in context of FMCG industry of Pakistan. Kuwait Chapter of the Arabian Journal of Business and Management Review, 5(5), 30-42.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
Bhowal, A., & Paul, T. (2014). Mutual Fund Investors'' Expectation and Experience Gap-A study from the ''Customer Convenience'' Dimension of 4C marketing mix. Asian Journal of Research in Marketing, 3(1), 183-194.
Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
Blut, M., Frennea, C. M., Mittal, V., & Mothersbaugh, D. L. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32, 226-229.
Busnaina, I., & Woodall, T. (2015). Doing business in Libya: Assessing the nature and effectiveness of international marketing programs in an evolving economy. International Business Review, 24, 781-797.
Chandon, J. L., Leo, P. Y., & Philippe, J. (1997). Service encounter dimensions-a dyadic perspective: Measuring the dimensions of service encounters as perceived by customers and personnel. International Journal of Service Industry Management, 8(1), 65-86.
Czepiel, J. A. (1990). Service encounters and service relationships: implications for research. Journal of business research, 20(1), 13-21.
Doucette, W. R., Kreling, D. H., Schommer, J. C., Gaither, C. A., Mott, D. A., & Pedersen, C. A. (2006). Evaluation of community pharmacy service mix: evidence from the 2004 National Pharmacist Workforce Study. Journal of the American Pharmacists Association, 46(3), 348-355.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
Gavilan, D., Avello, M., & Abril, C. (2014). Shopper marketing: A new challenge for Spanish community pharmacies. Research in Social and Administrative Pharmacy, 10(6), e125-e136.
Gil, I., Berenguer, G., & Cervera, A. (2008). The roles of service encounters, service value, and job satisfaction in achieving customer satisfaction in business relationships. Industrial marketing management, 37(8), 921-939.
Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
Guieford, J. P. (1965). Fundamental Statistics in Psychology and Education (4thed.), New York: McGram-Hill.
Gwinner, K. P., Bitner, M. J., Brown, S. W., & Kumar, A. (2005). Service customization through employee adaptiveness. Journal of Service Research, 8(2), 131-148.
Ha, H. Y., K. Akamavi, R., J. Kitchen, P., & Janda, S. (2014). Exploring key antecedents of purchase intentions within different services. Journal of Services Marketing, 28(7), 595-606.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing, 37(11), 1762-1800.
Keillor, B. D., Lewison, D., Tomas M. Hult, G., & Hauser, W. (2007). The service encounter in a multi-national context. Journal of Services Marketing, 21(6), 451-461.
Kim, K. P., Kim, Y. O., Lee, M. K., & Youn, M. K. (2014). The effects of co-brand marketing mix strategies on customer satisfaction, trust, and loyalty for medium and small traders and manufacturers. E+M Ekonomie a Management, 1, 140-151.
Kotler, P. (2001). Marketing Management, 10th. Pearson Education Canada.
Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
Lauterborn, B. (1990). Niw Marketing Litany: Four Ps Passe: C- Wors Take Over. Avertising Age, 61(41), 26.
Lee, H. E. (2015). Does a server''s attentiveness matter? Understanding intercultural service encounters in restaurants. International Journal of Hospitality Management, 50, 134-144.
Levaggi, R., Orizio, G., Domenighini, S., Bressanelli, M., Schulz, P. J., Zani, C., Caimi, L & Gelatti, U. (2009). Marketing and pricing strategies of online pharmacies. Health Policy, 92(2), 187-196.
Liu, C. S., & White, L. (2011). Key determinants of hospital pharmacy staff''s job satisfaction. Research in Social and Administrative Pharmacy, 7(1), 51-63.
Londhe, B. R. (2014). Marketing Mix for Next Generation Marketing. Procedia Economics and Finance, 11, 335-340.
McCarthy, X. (1960). Basic Marketing, a Managerial Approach, Irwin, Homewood, IL.
McDonough, R. P., & Doucette, W. R. (2003). Using Personal Selling Skills to Promote Pharmacy Services: Everyday encounters with patients offer valuable opportunities to build demand for pharmacy services and impart the value of pharmaceutical care. Journal of the American Pharmacists Association, 43(3), 363-374.
Mucai, G. P., Mbaeh, E. K., & Noor, A. I. (2013). Extended Marketing Mix and Customer''s Satisfaction in Classified Non-Star Hotels in Meru Municipality Kenya. International Review of Management and Business Research, 2(3), 691-696.
Olsson, A., & Györei, M. (2002). Packaging throughout the value chain in the customer perspective marketing mix. Packaging Technology and Science, 15(5), 231-239.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. the Journal of Marketing, 49, 41-50.
Parasuraman, A., Zeithaml, V., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12-40.
Price, L. L., Arnould, E. J., & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. The Journal of Marketing, 59(2), 83-97.
Salanova, M., Agut, S., & Peiró, J. M. (2005). Linking organizational resources and work engagement to employee performance and customer loyalty: the mediation of service climate. Journal of Applied Psychology, 90(6), 1217-1227.
Söderlund, M., & Rosengren, S. (2010). The happy versus unhappy service worker in the service encounter: Assessing the impact on customer satisfaction. Journal of Retailing and Consumer Services, 17(2), 161-169.
Solomon, M. R., Surprenant, C., Czepiel, J. A., & Gutman, E. G. (1985). A role theory perspective on dyadic interactions: the service encounter. The Journal of Marketing, 99-111.
Su, L., Swanson, S. R., & Chen, X. (2016). The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality. Tourism Management, 52, 82-95.
Surprenant, C. F., & Solomon, M. R. (1987). Predictability and personalization in the service encounter. The Journal of Marketing, 51(2), 86-96.
Tinelli, M., Bond, C., Blenkinsopp, A., Jaffray, M., Watson, M., & Hannaford, P. (2007). Patient evaluation of a community pharmacy medications management service. Annals of Pharmacotherapy, 41(12), 1962-1970.
Whitty, J. A., Kendall, E., Sav, A., Kelly, F., McMillan, S. S., King, M. A., & Wheeler, A. J. (2015). Preferences for the delivery of community pharmacy services to help manage chronic conditions. Research in Social and Administrative Pharmacy, 11(2), 197-215.
Winsted, K. F. (2000). Service behaviors that lead to satisfied customers. European Journal of Marketing, 34(3/4), 399-417.
Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
Yeu, C. S., Leong, K. C., Tong, L. C., Hang, S., Tang, Y., Bashawir, A., & Subhan, M. (2012). A Comparative Study on International Marketing Mix in China and India: The Case of McDonald''s. Procedia-Social and Behavioral Sciences, 65, 1054-1059.

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔