服務品質、品牌形象、知覺價格與忠誠度與再購意願關係之研究

The Research about the Relationship among Service Quality, Brand Image, Perceived Value, Customer Loyalty and Repurchase Intention

曾孟偉(Meng-Wei Tseng) ； 藍天雄(Tian-Syung Lan)

《中華管理發展評論》 5卷2期 (2016/12) Pp. 13-23

https://doi.org/10.6631/JCMD.2016.5.2.13

摘要

台灣現行醫療產業受法律之規範，醫院、醫師以及相關製藥廠對於病患(顧客)皆不能有直接藥品之推銷行為。因此，現今醫療廠商大多透過業務人員對醫師推銷服務與產品為主，除了能因應環境變遷衝擊外亦能適用於任何新舊藥品之行銷推廣，對提升組織利潤有幫助的因應環境衝擊之道，若能透過其它產業所運用的模式獲得相關的驗證，將對藥廠實務面能提昇有效的執行模式，故因此引發本研究動機，本研究旨在探討影響醫師對處方藥品的再購意願，其內涵因素有品牌形象、服務品質、知覺價值和顧客忠誠度來探討再購意願之間的關係，期能提供藥廠於擬定行銷策略上的參考，而行銷策略的擬定中必須視藥品品質是否能獲得醫師滿意與取得醫師的忠誠支持，讓醫師能重覆處方藥品，進而最後能讓醫療院所重覆購買藥品而定。研究結果發現，服務品質對品牌形象彼此互相具有影響，品牌形象和服務品質對知覺價值皆有顯著性影響，同時品牌形象和顧客忠誠度對再購意願也有顯著性影響，知覺價值對顧客忠誠度和再購意願同樣具有顯著性影響，而顧客忠誠度對知覺價值與再購意願有部分中介影響，而知覺價值對服務品質與再購意願間具有完全中介效果。

關鍵字

品牌形象 ； 服務品質 ； 知覺價值 ； 顧客忠誠度 ； 再購意願

並列摘要

Because the law, hospitals, doctors or drug manufactures could not promote medicine to patients directly. Therefore most of drug manufactures promote their service and productions via salesperson that not only conquer global economy change but also market any old or brand new medicine easily. Drug manufactures would like to follow other industries success mode to solve environment problem and advance profit. This work considers brand image, service quality, perceived value and customer loyalty affect repurchase intention and then according to the work result to plan marketing strategy for drug manufactures. For all the marketing strategy based on the quality of medicine to obtain doctors' support and get repurchase intention in the end. According to the result, this work finds out brand image and service quality has significant effect to each other. Both brand image and service quality have significant effect to perceived value. At same time, brand image and customer loyalty have significant effect to repurchase intention. And also perceived value has significant effect to customer loyalty and repurchase intention separately. The relationship between perceived value and repurchase intention is partially mediated by customer loyalty. The relationship between brand image and repurchase intention is fully mediated by perceived value.

並列關鍵字

Brand Image ； Service Quality ； Perceived Value ； Customer Loyalty ； Repurchase Intention