關係行銷結合方式對於關係品質與顧客忠誠影響之研究-以台灣生技製藥業在獨立藥局通路經營為例

Research into how Integrated Marketing Affects Relationship Quality and Customer Loyalty –A Case Study of Taiwan Biotechnology and Pharmaceuticals Industry Channel Management in Independent Drugstores.

邱鴻楨(Hung-Chen Chiu)

指導教授 ： 陳銘薰

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

生技製藥業在通路經營在獨立藥局通路的經營受到健保制度的實施及大型連鎖藥局的發展威脅之下經營變得更為困難，業者若能透過關係行銷結合方式與獨立藥局藥師建立良好的關係品質，進而提升顧客忠誠度，就能提升生技製藥業在獨立藥局通路經營的競爭力。本研究以關係行銷結合方式為主題，並以獨立藥局藥師為研究對象，從藥師的經驗與感受，採取問卷調查方式，研究關係行銷結合方式、關係品質與顧客忠誠度等變數之間的關聯性，以供生技製藥業者經營獨立藥局通路之參考。研究結果顯示，關係行銷結合方式對於建立與藥師的關係品質與顧客忠誠有有正向影響，而關係品質對於關係行銷結合方式與顧客忠誠度之間具有完全中介效果。

關鍵字

關係行銷 ； 關係行銷結合方式 ； 關係品質 ； 顧客忠誠

並列摘要

To establish a good relationship quality through relationship marketing combined with independent pharmacies pharmacists, and thus enhance customer loyalty, will be able to enhance the biotech pathway operates the competitiveness of the pharmaceutical industry in independent pharmacies. The study of relationship marketing theme, and independent pharmacies as the research object, experiences and feelings from pharmacists to take the questionnaire, the correlation between the variables of the study of relationship marketing, relationship quality and customer loyalty for biotech pharmaceutical industry operates independent pharmacies path reference.

並列關鍵字

Relationship Marketing ； Relationship Marketing Integration Method ； Relationship Quality ； Customer Loyalty

參考文獻

蔡晟權 (2007)。關係行銷結合方式、服務品質對顧客滿意與忠誠度的影響。國立成功大學管理學院高階管理碩士在職專班碩士論文。

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