藥師服務品質對於消費者購買指示藥品牌轉換之影響

研究顯示，消費者品牌轉換對公司的市場佔有率與獲利率有負面影響。因此，企業須對消費者品牌轉換的因素進行瞭解，以降低現有顧客的品牌轉換意向，另外對未來潛在顧客，滿足其需求或提高其品牌轉換的意向，以提高企業的市場佔有率與獲利率。 Brown, Churchill and Peter (1993) 主張直接評量消費者知覺的績效與期望的服務兩者之間的差異，提出無差異評量模式 (Non-Difference) ，其研究結果顯示無差異評量模式優於「服務品質尺度」與「修正後服務品質尺度」。儘管服務品質評量模式不斷的發展演進，Mittal and Lassar (1996) 提出「服務品質尺度」已成為目前最受學界與實務界使用的服務品質評量模式。因此，本研究亦是採用「修正後服務品質尺度」，製成包含五大構面共25項問題之問卷，針對做品牌轉換決策之顧客，予以施測。本研究探討，在藥局通路中，藥師的服務品質如何影響消費者品牌轉換的意願，其包含有形性、信賴性、反應性、保證性、關懷性，共五個構面。並以問卷調查蒐集資料，以了解台灣地區消費者的行為。研究發現，藥師的「信賴性、保證性、關懷性」，會影響消費者品牌轉換的意願；而在「有形性及反應性」上，並不會影響消費者品牌轉換的意願。

關鍵字

指示藥品；藥師；服務品質；品牌轉換

並列摘要

Studies have shown that brand switching in over-the-counter (OTC) drug has a negative impact on market share and profit margin of a company Therefore, looking for what motivates consumers to switch brand is necessary to develop marketing strategies. By understanding the factors and motivations, drug companies can reduce current customers' inclination to switch brand. Furthermore, companies can use those factors to design marketing strategy to attract potential customers and increase market share. Brown, Churchill and Peter (1993) suggest directly evaluating the difference between consumer’s expectation and perception, and come up with the Non-Difference model. Their study shows that the Non-Difference model is superior to the Service Quality Scale and Refined SERVQUAL. Although the service quality evaluating model has been evolving, Mittal and Lassar (1996) suggest that Service Quality Scale has been the most widely used in academia and the industry. Thus, Refined SERVQUAL was used in this study to design a survey consisting 25 questions covering 5 categories and distributed the survey to customers with potentials to switch brands. This study demonstrates correlations between a pharmacist's service qualities and the consumers' inclination to switch brands. The service qualities include five different variables: tangibility, reliability, responsiveness, assurance, and empathy. Study is done by conducting survey in Taiwan to analyze consumers' attitude toward switching brand. The study shows that out of the five different service qualities, "reliability, assurance, and empathy" will affect how willingly a customer to switch brand. On the other hand, "tangibility and responsiveness" has no impact on a customer's attitude toward switching brand.