醫療機構對藥品忠誠度影響因素之研究

劉進河

指導教授 ： 沈慶龍

國立屏東科技大學/管理學院/高階經營管理碩士在職專班/碩士(2010年)

https://doi.org/10.6346/NPUST.2010.00070

摘要

論文摘要內容：
2009年我國製藥業產值為新台幣619.1億元，而同年健保藥價支付總額為1,323億元，國資藥廠提供健保70％的產品卻只獲得25％的藥品給付額；相較之下，外商藥廠所銷售的藥品，不論是專利或專利已過期的藥品，占整體健保藥品給付總額卻高達75％之多。長期以來，國資藥廠因受限於資源限制，無法在製藥技術層次上做突破性的變革，多數產商均以生產學名藥為主，產品無法差異化，形成低階技術層次的價格戰，加上健保給付制度的限制，使得國資藥廠競爭力日益薄弱。因此各廠商若想要在這激烈的市場中生存，就應積極尋求與顧客維護良好關係品質，進而建立顧客對產品的忠誠度。
本研究以關係品質作為中介變數，探討影響關係品質的前因因子。關係品質之前因因子包括服務品質、品牌特性、專業能力與供應商特性等四項構面。問卷的發放由四家藥品廠商共八十位業務人員，於例行的行銷訪問時進行。問卷調查對象包括有台灣北部、中部、南部及東部四區的醫學中心、區域醫院、地區醫院與診所等的執業醫師，再配合問卷使用LISREL分析與ANOVA差異分析，來驗證影響關係品質前因因子的因果關係。
研究結果證實，藥品供應商的服務品質、品牌特性、專業能力與供應商特性等對醫療機構的關係品質有正向顯著的影響。良好的關係品質是醫療機構對藥品供應商感到信賴、滿意，對未來的合作表現具有信心，關係品質的好壞也將影響顧客未來的再購行為。

關鍵字

服務品質 ； 品牌特性 ； 專業能力 ； 供應商特性 ； 關係品質 ； 客戶忠誠度

並列摘要

The Contents of abstract in this thesis: The output value of Taiwan's pharmaceutical industry in 2009 is NT$ 61.91 billion, while in the same year the National Health Insurance drug payment is amounted to NT$ 132.3 billion. Taiwan domestic pharmaceutical manufacturers, while providing 70% of total drug consumption, accounted for only 25% of the total drug payment amount; in contrast, whether their drug patents are expired or not, foreign pharmaceutical manufacturers accounted for more than 75% of total NIH drug payment amount. Over the years, due to limited resources, Taiwan domestic pharmaceutical manufacturers can hardly achieve significant breakthrough in the pharmaceutical technology. Meanwhile, the NIH System’s payment scheme reduces their investment motivation. Thus, the majority of them are producing generic drugs, which can not be differentiated, resulting in price competition as well as low competitiveness of Taiwan pharmaceutical industry. As a result, the companies who want to survive in this fierce market must actively seek to maintain good relations with customers by producing high quality products and establishing customer loyalty.
In this study, the author uses Relationship Quality (RQ) as a mediating variable and seeks to find the antecedent factors affecting RQ between pharmaceutical manufacturers and the medical institutions. The four antecedent factors of RQ include service quality, brand identity, professionalism, and vendor characteristics. Questionnaires were sent out by four companies’ total 80 salespersons in their routine visits to their customers (practicing physicians) within medical institutions including medical centers, regional hospitals, district hospitals and clinics. Survey’s geographical coverage includes the northern, the central, the southern and the eastern parts of Taiwan. LISREL analysis and ANOVA variance analysis are used to verify the antecedent factors affecting RQ.
The analysis results conclude that the pharmaceutical manufacturers’ service quality, brand identity, professionalism, and vendor characteristics have positive impact upon the RQ between them and surveyed medical institutions. The medical institutions tend to trust and be more satisfied with those pharmaceutical manufacturers with high RQ, and will have higher confidence toward future cooperation and re-purchasing with high RQ pharmaceutical manufacturers.

並列關鍵字

Service Quality ； Brand Identity ； Expertise ； Supplier Characteristics ； Relationship Quality ； Customer Loyalty

參考文獻

柯雨利 (2008)－關係品質的前因與後果-以醫藥代表與醫師為例。高雄醫學大學藥學系碩士在職專班，碩士論文。

張火燦、余月美 (2008)－服務品質、顧客滿意度與顧客忠誠度關係之研究

Relationship between Image . Customer Satisfaction and Customer Loyalty

Lee , M. C. ＆ Hwan, I.S.（2005） . Relationships among Service Quality, Customer Satisfaction and Profitability in the Taiwanese Banking Industry.International Journal of Management, 22(4), 635-648.

黃柏彰 (2003)－廠商行銷方案對顧客滿意度、知覺價值、忠誠度影響之研究-以行動通訊產業為例。國立成功大學交通管理研究所碩士論文。