在台外商藥廠業務行為、信任與承諾之關係─以物流服務品質為干擾變項

The Relationship among Business Behaviors, Trust, and Commitment for Foreigner Pharmaceutical Companies in Taiwan─Using Logistics Service Quality as a Moderator

郭莉雯(Li-Wen Kuo)

指導教授 ： 林傑毓

長榮大學/管理學院/經營管理研究所(博)/碩士(2006年)

https://doi.org/10.6833/CJCU.2006.00045

摘要

由於政府醫藥政策不斷地改變，造成國內醫藥市場競爭更趨激烈，對外商藥廠無疑是一大衝擊與挑戰。為維持競爭力，外商藥廠必須思考如何提供業務代表適切的教育訓練與激勵制度，協助業務代表提昇其業務行為能力，以獲得客戶之信任，進而給予業務代表承諾，願意維持長久關係。此外，大部分外商藥廠都將藥品委外配送，故物流公司之服務品質對藥廠與顧客之關係是否產生影響亦值得探討。準此，本研究將探討教育訓練及激勵制度對業務行為之影響程度，業務行為對信任之影響程度，以及信任與承諾間之關係，最後探討物流服務品質對信任與承諾之關係的影響。本研究針對在台外商藥廠之業務代表進行個案訪談及問卷調查，總計發出300份問卷，有效回收問卷為161份，有效回收率為53.67%，並應用因素分析、信度分析、迴歸分析等統計方法驗證研究假設。研究結果發現，正式教育訓練比非正式教育訓練對業務行為之正向影響程度高，在激勵制度上，以財務性激勵制度之激勵效果較大。專業知識、互動品質及道德行為三種業務行為對信任會有不同程度之影響，但信任對承諾有正向的影響。至於物流服務品質對信任與承諾的關係並無顯著干擾影響。

關鍵字

業務行為 ； 教育訓練 ； 激勵制度 ； 關係品質 ； 物流服務品質

並列摘要

Due to the frequent changes in medicne policies, the medicine market has become more competitive, which leads to a challenge to foreign pharmaceutical companies in Taiwan. To keep their competitive advantages, these companies have to consider how to build both training and motivation systems to help thier sale representatives reinforce their capabilities which can acquire customers’ trust and commitment. Moreover, due to that most pharmaceutical companies outsource their logistics services, the relationship between companies and customers might be influenced by the quality of outsourced logistics services. Therefore, this thesis will study the relationships among training and motivation systems, business behaviors, customers’ trust and customers’ commitment, and take logistics service quality as a moderator. This thesis takes the sales representatives in foreign pharmaceutical companies as research subjects. Both interviews and questionnaire surveys are used. Three hundred questionnaires were delivered and 161 effective samples were collected. To test the research hypotheses, the collected data are analyzed using methods of factor analysis, reliability analysis and regression analysis. Based on the surveying results, we can conclude that formal trainings have more positive influences on business behaviors than informal trainings, the financial motivation is more efficient than non-financial, expertise, quality of interaction and ethical behavior have different levels of influences on customers’ trust, and there is a positive relationship between customers’ trust and commitment; however, the relationship is not significantly influenced by logistics service quality.

並列關鍵字

business behavior ； training ； motivation ； relationship quality ； logistics service quality

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