『顧客關係、品牌知名度、企業形象、服務品質、顧客滿意度與顧客忠誠度間關係之研究』—以國內醫療器材業為例

Abstract

我國實施全民健康保險之後，各先進國家之高科技醫療器材企業紛紛進入台灣市場投資，將許多創新的醫療技術與產品引進台灣，帶動國內醫療產業的進步與發展。但近年來隨著全民健保給付制度的限制與變革，導致許多產品的保險給付大幅降低，使得企業的獲利空間逐年緊縮，再加上市場上同質性產品如雨後春筍般出現，造成競爭激烈的價格競賽，企業獲利空間大幅縮水。因此，要如何能夠在政府不利的政策與競爭者的價格競爭中脫穎而出，同時還能獲得穩定的業績成長與利潤空間，才是目前國內醫療器材企業亟需深思的課題。 本研究的目的是透過問卷調查的方式，以國內北中南各大醫院為主，並且具有採購或選擇醫療器材決定權之主任或主治醫師為研究對象，藉此了解哪些關鍵因素會影響顧客的滿意度與忠誠度，同時利用各種統計分析工具，進一步了解各項變項之間的關聯性，包含醫院的屬性、醫院的規模、醫院的地理位置、醫師的年齡、醫師的職位等，提供國內醫療器材公司深入了解顧客的需求，並且針對本研究整理出來的四個關鍵因素來構思相關的行銷策略，以提升目標顧客的滿意度與忠誠度。 本研究採用便利抽樣法(convenience sampling)，取得有效問卷共78份，北部醫院28份、中部醫院23份、南部醫院27份。問卷設計採用Likert五點尺度，並採用SPSS14.0統計套裝軟體進行資料分析，分析方法則採用敘述統計分析、信度分析、因素分析、變異數分析、迴歸分析等。 本研究獲得以下結論： 1.顧客關係與顧客滿意度有正向關係 2.企業形象與顧客滿意度有正向關係 3.品牌知名度與顧客滿意度並沒有顯著正向關係 4.服務品質與顧客滿意度有正向關係 5.顧客滿意度與顧客忠誠度有正向關係 6.醫師的年齡、醫院屬性、規模、地理位置等變項與四大影響因素之間的關聯性有部分具顯著性差異，提供醫療器材業者針對特定區隔市場做差異化策略。

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.