高雄市原轄區健保藥局行銷組合策略、顧客 關係管理與顧客滿意度關係之研究

The Association of Marketing Mix Strategies and Customer Relationship Management with Customer Satisfaction of National Health Insurance Contract Pharmacies in the Kaohsiung City Area

王曉蓮(XiAo-Lian Wang)

指導教授 ： 溫燕霞

高雄醫學大學/藥學院/藥學研究所碩士在職專班/碩士(2013年)

摘要

本研究旨在探討高雄市區健保藥局行銷組合策略、顧客關係管理與顧客滿意度之關係，以高雄市區健保藥局消費者620人為研究對象，取得有效樣本共計603份。以行銷組合策略量表、顧客關係管理量表及顧客滿意度量表作為研究工具，經信度檢定、項目分析、因素分析、描述性統計、獨立樣本t檢定、單因子變異數分析、Pearson積差相關分析及階層迴歸等方法進行分析，研究所得結果如下：(1)健保藥局不同人口統計變項消費者在「行銷組合策略」有顯著差異；(2)健保藥局不同人口統計變項消費者在「顧客關係管理」有顯著差異；(3)「行銷組合策略」對「顧客滿意度」具顯著影響；(4)「顧客關係管理」對「顧客滿意度」具顯著影響；(5)「顧客關係管理」對「行銷組合策略」與「顧客滿意度」間具顯著干擾效果。
此外，本研究除了對所得結果提出解釋外，並對研究結果的應用加以討論，同時對健保藥局業者建議如下：(1)強化行銷策略之市場區隔效果，以提升「顧客滿意度」；(2)運用「顧客關係管理」各層面策略，提升健保藥局服務品質；(3)瞭解消費者產品與通路需求，提升「顧客滿意度」；(4)強化「顧客關係管理」，提升「顧客滿意度」；(5)聚焦「顧客吸引」與「顧客提升」面向將對「推廣策略」產生正向干擾效果，以提升「顧客滿意度」；以及(6)正確實施健保藥局「產品行銷」的方針。

關鍵字

健保藥局 ； 行銷組合策略 ； 顧客關係管理 ； 顧客滿意度

並列摘要

The purpose of this study is to investigate the relationship between marketing mix strategies, customer relationship management, and customer satisfaction of the NHI contracted pharmacies in the Kaohsiung urban area. The subjects of this study were 620 consumers randomly selected from the pharmacies. There were 603 valid questionnaires collected. The researcher employed research tools such as marketing mix strategy scale, customer relationship management scale, and customer satisfaction scale. After being analyzed with reliability test, item analysis, factor analysis, descriptive statistics, independent sample t-test, one-way ANOVA analysis, Pearson’s product correlation analysis, and hierarchical regression analysis, the followings had been found: (1) there is a significant difference among demographic variables toward “marketing mix strategy”; (2) there is a significant difference among demographic variables toward “customer relationship management”; (3) "marketing mix strategy" has a significant influence on “customer satisfaction”; (4) "customer relationship management" has a significant influence on both “marketing mix strategy” and "customer satisfaction"; and (5) "customer relationship management" has a significant interfering effect on both “marketing mix strategy" and "customer satisfaction".
In addition to providing an explanation to the research results, and having a discussion on the applications of the results, this study suggests that the NHI contracted pharmacy industry to (1) strengthen market segmentation effect in their marketing strategies to enhance customer satisfaction; (2) apply customer relationship management strategies at all levels to improve the service quality of NHI contracted pharmacies; (3) understand customer’s demands for the products and the distribution channels to enhance customer satisfaction; (4) strengthen customer relationship management to enhance customer satisfaction; (5) focus on the dimensions of customer attraction and customer improvement to positively influence product promotion strategies to enhance customer satisfaction; and (6) implement proper marketing strategies for the pharmacies to run their businesses.

並列關鍵字

NHI contracted pharmacies ； marketing mix strategies ； customer relationship management ； customer satisfaction

參考文獻

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