關係品質的前因與後果-以醫藥代表與醫師為例

Antecedents and Consequences of Relationship Quality - An Empirical Study between Pharmaceutical Medical Representatives and Physicians in Taiwan

柯雨利(Yu-Li Ko)

指導教授 ： 鍾美英

共同指導教授 ： 蔡東峻(Dung-Chun Tasi)

高雄醫學大學/藥學院/藥學研究所/碩士(2008年)

https://doi.org/10.6832/KMU.2008.00164

摘要

在西藥產業裡，醫藥代表在其公司與醫師之間扮演著非常重要的角色(Rapp et al., 2006).在很多過去的文獻裡都有提到，醫藥代表是醫師在新藥物資訊與藥物治療建議上主要的來源。因此，醫藥代表必須對於其公司產品的知識非常熟悉；因為關係著病人的安全與醫師的聲譽(Ahearne et al., 1999)。
因為顧客關係管理在西藥產業裡變得愈來愈受重視。本研究從臨床醫師的觀點，來發展一個模式來調查西藥產業關係品質之前置因子與後果，以瞭解醫藥代表與醫師關係品質對醫師處方行為的影響。這研究所提到的關係品質之前因因子包括專業能力、服務品質、道德行為與關係結合方式等四項構面。
為了觀察關係品質模式的行為結果，本研究發展問卷調查且分別採郵寄與訪員進行。問卷調查對象包括有台灣各縣市的醫學中心、區域醫院、地區醫院與診所等的執業醫師。這份問卷調查總共回收有效樣本307份。這份問卷調查的資料分析方法，首先評估其構面問項的一致性信度；然後應用變異數分析與迴歸分析來驗證研究假說。
本研究配合關係品質文獻來分析西藥產業行銷與影響其教育訓練及組織發展的潛力區塊。如預期的，專業能力、服務品質、道德行為與關係結合方式等對醫藥代表與醫師關係品質有顯著影響。關係品質亦影響醫師處方行為。從策略角度來看，將建議西藥產業相關主管為了建構與醫師長期的關係，應從此發展有效關係行銷策略與規劃。

關鍵字

關係品質 ； 專業能力 ； 服務品質 ； 道德行為 ； 關係結合方式

並列摘要

In the pharmaceutical industry, the pharmaceutical medical representative plays an important role both for his/her company and for their physicians(Rapp et al., 2006). In many cases, the pharmaceutical representative is the primary source of new product information and therapeutic product suggestions for physician. The pharmaceutical salesperson must be very knowledgeable about the products that they sell due to the high risk upon which both the patients` safety and physician`s reputation rest(Ahearne et al., 1999).
Due to customer relationship management has become an increasing issue for pharmaceutical industry. This study develops a model to investigate the antecedents and consequences of relationship quality from the physician`s perspective to test the impact between relationship quality of pharmaceutical medical representatives and prescribing behavior of the physicians. The antecedents in this study includes expertise, service quality, ethical behavior and relationtionship bonding tactics.
In order to observe the behavioral sequence of the relationship quality model, the study developed a questionnaire to interview the physician including medical centers, regional hospitals, area hospitals and clinics. There are 307 surveys are available questionnaire. The data analysis methods, firstly to evaluate construct validity regarding convergent and discriminate validity, next to test the research hypotheses empirically by ANOVA and Regression analysis.
This research adds to the relationship quality literature by focusing on the analysis of relationship quality in the marketing of pharmaceutical promotion and by pointing out areas in which training and organizational development can have an impact. As expected, the expertise, service quality, ethical behavior and relationship bonding are found to exert significant positive impact on medical representative relationship quality. Relationship quality also to exert significant positive impact on prescribing behaviour for physicians. From a strategic viewpoint, this suggests that pharmaceutical marketers focus on these fronts to develop effective relationship marketing strategies and plan in order to establish a long-term relationship with the physicians.

並列關鍵字

Relationship Quality ； Expertise ； Service Quality ； Ethical Behavior ； Relationship Bonding Tactics

參考文獻

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