藥師對製藥公司的藥品行銷策略和關係品質之探討 -以台中市藥局藥師為例

國內自1997年醫藥分業後，民眾除從醫院藥局取得藥品，也經常會到市面的藥局，因此藥局藥師與製藥公司的關係將影響其行銷策略與經營。本研究旨在探討藥局藥師對製藥公司的關係品質與藥品行銷策略之現況、差異性、相關性和預測性。本研究採橫斷式研究，以符合信效度檢定之自編結構式問卷，立意取樣台中市非服務於醫院藥局300位執業藥師為研究對象。問卷內容包含：基本資料、藥品行銷策略及關係品質量表，採李克特五點尺度。有效回收問卷282份，回收率為94%。以SPSS 25.0統計軟體進行描述性及推論性統計分析。研究結果顯示，婚姻狀態（p<0.05）；藥局型態（p<0.01）；年齡、教育程度、執業年資（p<0.001）等不同人口統計變項的藥局藥師對藥品行銷策略達顯著性。藥局型態（p<0.05）；年齡、教育程度（p<0.01）；執業年資（p<0.001）等不同人口統計變項的藥局藥師對關係品質達顯著性。關係品質的「信任」及「承諾」與藥品行銷策略之相關性最高。影響藥局藥師對藥品行銷策略的預測變項為「年齡」與「教育程度」，可解釋變異量為11.6﹪；藥局藥師的關係品質對藥品行銷策略的主要影響因子為「信任」與「承諾」，可解釋變異量為55.4﹪。本研究根據研究結論提出以下建議：年齡39歲以下、未婚、研究所畢業、執業年資5年以下及在連鎖藥局服務的藥師對製藥公司藥品行銷策略之態度較正向。加強與藥師間的信任及承諾並改善藥師對製藥公司的滿意度，能提升關係品質，使藥局藥師更正向看待製藥公司的行銷策略。關鍵字：行銷策略、關係品質、藥師、藥局

關鍵字

行銷策略；關係品質；藥師；藥局

並列摘要

As for the implementation of the policy on the separation of drug dispensing from medical practice since 1997 in Taiwan, patients can acquire medicine not only from hospitals but also from drug stores. Therefore, the relationship between pharmaceutical companies and pharmacists of drug store plays a significantly factor for their marketing strategies and operations. The purposes of this study were to investigate the current status, differences, correlations and influence factors of pharmacists toward relationship quality and marketing strategies on pharmaceutical companies. A cross-sectional survey with structured questionnaire was used in this study. The questionnaire was examined through reliability and validity tests. The questionnaire consists of background variables, attitudes to pharmaceutical marketing strategy and relationship quality by 5-points Likert scale. The participants in this study were 300 pharmacists from different drug stores in Taichung. The valid respondents were 282 and the recovery rate was 94%. We used SPSS 25.0 to analyze the data which included descriptive statistics, t-test, one-way ANOVA, and Pearson’s correlation. Based on the results, there were significant differences in marital status (p<0.05); pharmacy type (p<0.01); age, education level and years of practice (p<0.001) in perception of pharmacists towards pharmaceutical marketing strategies. Besides, there were significant differences in pharmacy type (p<0.05); age and education level (p<0.01); years of practice (p<0.001) in relationship quality of pharmacists towards pharmaceutical company. The pharmaceutical marketing strategies between "trust" and "commitment" show a strong relationship in relationship qualities. Variables of “age” and “education level” were found effective indicators respectively to influence perception of pharmacists towards pharmaceutical marketing strategies, which represents 11.6% of the variation. Dimensions of “Trust” and “Commitment” were important factors to influence the relationship quality of pharmacists towards pharmaceutical companies which represents 55.4% of variation. Based on this research results we can propose several suggestions which are: the pharmacists who are under the age of 39, unmarried, post-graduate degree, less than 5 years of practice in chain pharmacy stores have more positive attitudes toward the pharmaceutical marketing strategy. The promotion of relationship quality can be performed by increasing trust and commitment between pharmacists and pharmaceutical companies as well as improving their satisfaction. In conclusion, pharmacist then can have more positive attitudes of toward marketing strategies of pharmaceutical companies. Key words: marketing strategy, relationship quality, pharmacist, pharmacy

並列關鍵字

marketing strategy ； relationship quality ； pharmacist ； pharmacy

參考文獻

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