消費者購買成藥之顧客忠誠度探討

The Study of Customer Loyalty in Purchasing Non-Prescription Drugs

池文海(Wen-Hai Chih) ； 張書豪(Shu-Hao Chang) ； 楊朝堂(Tsau-Tang Yang)

《企業管理學報》 74期 (2007/09) Pp. 137-166

摘要

本研究檢測消費者在購買成藥時，品牌權益、知覺價值、關係品質、知覺風險，對顧客忠誠度之影響力，經由599個消費者並採用結構方程模式進行驗證得知品牌權益對顧客忠誠度的總影響效果最高，其次為知覺價值。此外，關係品質亦會透過知覺風險，最終影響顧客忠誠度。研究顯示在藥品業中透過廣告行銷手法提昇品牌知名度與建立品牌形象，並降低消費者購買時的知覺風險，以提昇顧客忠誠度有其必要性。本研究試圖發掘成藥消費者真正所需之服務，以提供成藥銷售業者在實務上的參考依據，並幫助制定有效之營運策略。

關鍵字

品牌權益 ； 知覺價值 ； 關係品質 ； 知覺風險 ； 顧客忠誠度

並列摘要

The research studies the influence of brand equity, perceived value, relationship quality and perceived risk on customer loyalty when consumers purchase non-prescription drugs. This study investigates 503 consumers and the results indicate that brand equity has a most significant total effect on customer loyalty through Structural Equation Modeling (SEM). The next factor affecting customer loyalty is perceived value. Besides, relationship quality will affect customer loyalty through perceived risk. The study shows that it's necessary to adopt advertisement tactics to enhance brand awareness, brand image and diminish consumers perceived risk to improve customer loyalty. This study attempts to find out what consumers purchasing non-prescription drugs want and provides the sellers of non-prescription with some suggestions to make effective strategies.

並列關鍵字

Brand equity ； Perceived value ； Relationship quality ； Perceived risk ； Customer loyalty

參考文獻

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