标题: | ‘顾客关系、品牌知名度、企业形象、服务品质、顾客满意度与顾客忠诚度间关系之研究’—以国内医疗器材业为例 An examination of repurchase intention in local medical industry: relating customer relationship, brand image, company image, service quality, and customer satisfaction |
作者: | 陈柏宪 Chen, Po-Hsien 唐璎璋 Tang, Ying-Chan 企业管理硕士学程 |
关键字: | 顾客忠诚度;顾客关系;服务品质;品牌知名度;企业形象;customer loyalty;customer relationship;service quality;brand image;company image |
公开日期: | 2009 |
摘要: | 我国实施全民健康保险之后,各先进国家之高科技医疗器材企业纷纷进入台湾市场投资,将许多创新的医疗技术与产品引进台湾,带动国内医疗产业的进步与发展。但近年来随着全民健保给付制度的限制与变革,导致许多产品的保险给付大幅降低,使得企业的获利空间逐年紧缩,再加上市场上同质性产品如雨后春笋般出现,造成竞争激烈的价格竞赛,企业获利空间大幅缩水。因此,要如何能够在政府不利的政策与竞争者的价格竞争中脱颖而出,同时还能获得稳定的业绩成长与利润空间,才是目前国内医疗器材企业亟需深思的课题。 本研究的目的是透过问卷调查的方式,以国内北中南各大医院为主,并且具有采购或选择医疗器材决定权之主任或主治医师为研究对象,藉此了解哪些关键因素会影响顾客的满意度与忠诚度,同时利用各种统计分析工具,进一步了解各项变项之间的关联性,包含医院的属性、医院的规模、医院的地理位置、医师的年龄、医师的职位等,提供国内医疗器材公司深入了解顾客的需求,并且针对本研究整理出来的四个关键因素来构思相关的行销策略,以提升目标顾客的满意度与忠诚度。 本研究采用便利抽样法(convenience sampling),取得有效问卷共78份,北部医院28份、中部医院23份、南部医院27份。问卷设计采用Likert五点尺度,并采用SPSS14.0统计套装软体进行资料分析,分析方法则采用叙述统计分析、信度分析、因素分析、变异数分析、回归分析等。 本研究获得以下结论: 1.顾客关系与顾客满意度有正向关系 2.企业形象与顾客满意度有正向关系 3.品牌知名度与顾客满意度并没有显着正向关系 4.服务品质与顾客满意度有正向关系 5.顾客满意度与顾客忠诚度有正向关系 6.医师的年龄、医院属性、规模、地理位置等变项与四大影响因素之间的关联性有部分具显着性差异,提供医疗器材业者针对特定区隔市场做差异化策略。 In Taiwan, after health insurance put into practice, there were many foreign medical device companies which invested a lot of money and brought newly products into this market. It improved the progress and development for local medical device industry. However, in recent years, the health insurance had big trouble with huge debt in company management because there were a lot of waste from patients and hospital. Therefore, our government decided to change the policy of health insurance. They tried to limit or cut insurance expense from all of hospitals. It also limited the profit of product and made medical device company hard to live. Therefore, it’s very important issue that we should try to find out some good strategy to resist any threat of environment or competition as soon as possible. This research was aimed at exploring the relationship among customer relationship, company image, product brand image, and service quality and customer satisfaction in medical device market. We find that customer relationship, company image and service quality affects customer satisfaction and customer loyalty. All of these relationships are significant and positive, but the product brand image doesn’t affect customer satisfaction. Thus, we recommend that the medical device company manager must put emphasis on how to improve customer relationship, how to build up good company image to become a word of mouse, and how to set up thouthtful service for customers. This revolution will let customers accept company’s service or product again and build up very tight customer loyalty. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079688507 http://hdl.handle.net/11536/44115 |
显示于类别: | Thesis |
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