臺灣博碩士論文加值系統

台灣地區製藥產業對於醫藥產品的經營模式及消費族群的服務型態，有著非常特殊的歷史過程。從日據時代起，民智未開之寄放藥包，到1960年起民間開始有西藥房的設立，再到1997年政府正式施行醫藥分業，規範藥品則由專業合格藥師執行調劑工作，而健保局執行專業健保藥局的政策。製藥產業對於一般消費者的經營模式並非直接販售，1980年統一企業開啟超商連鎖經營的風潮，這樣的波瀾衝擊掉傳統的經營方式，1987年香港商屈臣氏來台灣設立據點，1989年起台灣地區開始連鎖藥局陸續的成立，讓藥局的經營模式亦有新的變化，當然也衝擊了傳統的藥局。杏輝藥品工業股份有限公司於2007年推動在藥局內設置杏輝專櫃提供獨立的、專屬的櫃架擺設專有自產產品，猶如在一家店中又設立另一專賣店的「店中店」經營方式，招攬各地區藥局加盟，致使製藥產業在市場上出現新的經營模式。
本研究主要目的瞭解一般消費者對於以店中店模式經營之藥局之服務品質、產品品質與顧客滿意度以及顧客忠誠度的認知是否具差異性，並探討消費者服務品質與產品品質對顧客滿意度以及顧客滿意度對顧客忠誠度的關聯性模式。透過問卷調查方式與統計分析來瞭解各項衡量的數據以驗證各項假設的結果。從研究結果可以得到在服務品質與產品品質的指標成功的完成上下游互通傳輸的效益，獲得顧客滿意而影響到顧客的忠誠，讓其在競爭市場中佔有一席之地，建議此種店中店經營模式甚是值得推展到其他的異業，讓各行各業在整個連鎖或加盟經營的體系中提供最完整的經營模式，成為可以提供現代人最大滿足感的地方；製藥商對於藥局以店中店經營模式，吻合藥局經營者與消費者需求的方向，也符合時代潮流的趨勢。

The business models and consumer services for the pharmaceutical industry in Taiwan have a very unique historical process. In the Era of Japanese Occupation when most of the people were not educated, drug totes were consigned in the homes of people. The pharmacies were set up from 1960. And in 1977, the government established laws separating dispensing practices from medical practices, regulating drugs to be dispensed by certified and qualified pharmacists. Bureau of National Health Insurance implements a policy of professional pharmacies. The business model for the pharmaceutical industry does not have drugs directly sold by drug manufactures to consumers or patients. In 1980, the Uni-President Enterprises Corporation (UPEC) started the mighty wave of chain-store operations which impacted the traditional retailing operations. In 1987, Watsons of Hong Kong came to Taiwan to establish stores and from 1989 the establishment of chain drug stores one after another brought new changes to the business models of drug stores and , of course, impacted the traditional drug stores. In 2007, Sinphar Pharmaceutical Co., Ltd. pushed forward setting up the Sinphar Counter to display exclusive self-produced products. It is like the "shop in shop" mode of operation that a brand shelf is set up within a shop. And Sinphar solicited the franchise from drug stores around Taiwan, leading to a new business model for the pharmaceutical industry.
The main purpose of this study is to know if there are cognitive differences among consumers, regarding the service quality, product quality, consumer satisfaction and consumer loyalty, and to probe into relevant models for the relationship between service quality and product quality, and consumer satisfaction, and between consumer satisfaction and consumer loyalty. Through a questionnaire and statistical analysis, the results of the measured data was used to validate the results of the hypothesis. The results of this study indicate that service quality and product quality are beneficial to each other, and thus reinforce the upstream and downstream connection so as to gain the loyalty of the consumer, and to gain market place. It is recommended that the "shop in shop" mode of operation is very worthwhile to be applied to other industries. Thus, it will become the the most comprehensive business model for the system of chain operation or franchising, providing the greatest satisfaction for consumers. The "shop in shop" mode of operation in drug stores for pharmaceutical manufacturers meets the demands of the owners of drug stores and the consumers, and is also in line with the times.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 3
第四節 研究流程 3
第貳章 文獻回顧 5
第一節 藥局（藥妝店）之發展 5
第二節 服務品質 6
第三節 產品品質 11
第四節 顧客滿意度 12
第五節 顧客忠誠度 14
第參章 研究方法 16
第一節 研究架構 16
第二節 研究變數之設定 17
第三節 研究變數與研究假設 17
第四節 問卷設計 23
第五節 資料蒐集方法 24
第六節 統計分析 25
第七節 預試問卷統計分析 26
第肆章 研究結果 28
第一節 基本資料分析 28
第二節 消費者資料的信度檢定、相關分析與因素分析 30
第三節 消費者資料的差異性分析 37
第四節 消費者資料的迴歸分析 49
第五節 藥局經營者資料的信度檢定、相關分析與因素分析 54
第六節 藥局的經營者資料的迴歸分析 60
第七節 假說驗證 64
第伍章 結論與建議 73
第一節 結論與管理意函 73
第二節 店中店模式精進的建議 76
第三節 研究限制與後續研究建議 78
參考文獻 80
附錄一 82
附錄二 85

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