從關係行銷觀點研究影響關係品質與忠誠度意圖之關係－以西藥產業為例

Research of Effects on Quality and Loyalty from the Perspective of Relationship marketing-using Pharmaceutical as Example

高義芳(Yi-Fang Kao) ； 鄭舜仁(Shuenn-Ren Cheng) ； 周宗潁(Zong-Ying Zhou) ； 陳怡妃(I-Fei Chen) ； 陳瑞成(Rui-Chen Chen)

《管理科學與統計決策》 5卷2期 (2008/06) Pp. 21-32

https://doi.org/10.6704/JMSSD.2008.5.2.21

摘要

本研究旨在探討西藥產業之行銷活動（含商品力、服務力、銷售力、推廣力）與仲介變數關係品質（含顧客滿意度、信任、承諾），對顧客忠誠度（含業務績效、關係壽命、關係拓展）之影響。根據373份問卷調查，其結果顯示行銷活動與關係品質對忠誠度具有顯著之影響，而行銷活動之推廣力雖可提升顧客滿意度，卻未能顯著影響顧客信任及承諾。

關鍵字

關係行銷 ； 關係品質 ； 關係強度 ； 關係利益 ； 顧客忠誠度

並列摘要

The aim of this study is to investigate the effects of marketing efforts (inclusive of product strength, service strength, sales strength and promoting strength) and relationship quality (comprising customer satisfaction, trust and commitment) on customer loyalty (consisting of sales performance, relationship lifespan and relationship development) in pharmaceutical industry. Based on a survey of 373 valid questionnaire responses, the results reveal that marketing efforts and relationship quality have a significant relationship with customer loyalty, and the sales strength of marketing efforts, however, does not have any direct impacts on customer trust, commitment as well as loyalty although it can facilitate customer satisfaction.

並列關鍵字

relationship marketing ； relationship quality ； relationship intensity ； relationship interest ； customer loyalty

參考文獻

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