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題名 數位服務便利性與品質對顧客滿意度與忠誠度之影響—以數位轉型之藥廠為例
The Impact of Service Convenience and Quality on Customer Satisfaction and Loyalty— A Study on Digital Transformation of Pharmaceutical Companies
作者 林筠
Lin, Yun
貢獻者 林月雲
Lin, Yeh-Yun
林筠
Lin, Yun
關鍵詞 數位服務便利性
服務品質
顧客滿意度
顧客忠誠度
日期 2019
上傳時間 5-Sep-2019 17:36:10 (UTC+8)
摘要 近年來，由於台灣人口老化使得勞動力短缺，加上台灣市場規模侷限，外商藥廠台灣分公司所獲資源漸減，因此外商藥廠開始數位化轉型，透過數位化優化工作流程，減少人為失誤及人力成本，並同時提供多樣化的便利服務。
醫藥產業為一性質特殊之產業，藥廠作為企業端，由於藥事法規定，能接觸病人或潛在客戶，但不能推銷產品，一般消費用品的行銷手法就無法使用。由於藥品是個對人體影響較大的用品，不同於一般消費品，行銷重點除了吸引消費者對疾病的意識和新奇感，更在於用科學及專業來取得醫生及消費者的信任。由上述原因，鑄成藥廠行銷的特殊性質，對一般大眾只能採取間接行銷，行銷的步驟分為二大步驟，第一，藥廠使用自身公司及產品名對醫院醫生的B2B直接行銷；第二，藥廠透過影響醫生或第三方機構，進一步影響潛在消費者的B2C間接行銷策略。
在產業數位化轉型下，結合數位之行銷策略成為藥廠行銷重點之一，透過搭配專業高品質產品的便利數位服務，使得醫療端客戶對產品的附加價值產生更深的黏著度，並進一步影響在消費端的市場佔有率，期望成為產業內的領先品牌。
目前現有以醫藥產業為對象的數位化服務研究，多是以如何開發及設計介面系統使診間使用者提高使用意願，相較於此，本研究所探討的是，由使用者對於診間所提供數位化服務的體驗回饋，針對已開發的數位化服務內容，探討如何導入診間及強化其效益的服務類型。本研究發現，數位化服務便利性、服務品質對顧客滿意及顧客忠誠有顯著影響，且顧客滿意對顧客忠誠顯示出中介效果。期望本研究結果，給予正在以及計畫日後轉型的藥廠參考，一同將台灣醫藥服務市場提升到另一層次，成為其他國家參考的對象!
參考文獻 參考文獻
中文文獻
1. 《中華民國人口推估（2018 至2065 年）》，國發會，2018。
2. 《未來十年護產人力供需評估研究計畫》，衛福部委託國衛院執行，2018。
3. 內政部107年第15週內政統計通報，內政部，2019。
4. 江義平, & 蘇韋綸. (2007). 網路之服務品質構面類型與重要性對容忍區之影響. 管理與系統, 14(4), 573-602.
5. 張益嘉. (2007). 網路服務便利性, 網站服務品質, 顧客滿意度與購買意圖之探討: 以線上購買 3C 產品為例 (Doctoral dissertation, 撰者).
英文文獻
1. Andaleeb, S. S., & Basu, A. K. (1994). Technical complexity and consumer knowledge as moderators of service quality evaluation in the automobile service industry. Journal of Retailing, 70(4), 367-381.
2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
3. Ariely, D. (2000). Controlling the information flow: Effects on consumers` decision making and preferences. Journal of Consumer Research, 27(2), 233-248.
4. Banâtre, M., Issarny, V., Leleu, F., & Charpiot, B. (1997). Providing quality of service over the web: A newspaper-based approach. Computer Networks and ISDN Systems, 29(8-13), 1457-1465.
5. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
6. Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.
7. Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: the key to geater profitability. AMA.
8. Bienstock, C. C., DeMoranville, C. W., & Smith, R. K. (2003). Organizational citizenship behavior and service quality. Journal of Services Marketing, 17(4), 357-378.
9. Bivens, G. E., & Volker, C. B. (1986). A value-added approach to household production: The special case of meal preparation. Journal of Consumer Research, 13(2), 272-279.
10. Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.
11. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
12. Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423-443.
13. Copeland, M. T. (1923). Relation of consumers` buying habits to marketing methods. Harvard Business Review, 1(2), 282-289.
14. Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: reconciling performance-based and perceptions-minus-expectations measurement of service quality. Journal of Marketing, 58(1), 125-131.
15. Crosby, L. A., & Stephens, N. (1987). Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Marketing Research, 24(4), 404-411.
16. CUIEFORD, J. (1965). Fundamental Statisticsin Psychology and Education.
17. Czepiel, J. A., Rosenberg, L. J., & Akerele, A. (1974). Perspectives on consumer satisfaction (pp. 119-23). New York University, Graduate School of Business Administration.
18. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
19. Drucker, P. F. (1950). The New Society. New York: William Heinemann,.17.
20. Engel, J. F., Blackwell, R. D. and Miniard, P. W. (1993). Consumer Behavior, (7th ed.), Harcourt Broce Joranovich College Publishers, The Dryden Press.
21. Etzel, M. J., Walker, B. J., and Stanton W. J. (2001). Marketing Management (12th ed.), Boston, Massachusetts: McGraw Hill-Irwin.
22. Fečiková, I. (2004). An index method for measurement of customer satisfaction. The TQM Magazine, 16(1), 57-66.
23. Fornell, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 56(1), 6-21.
24. Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. Journal of Marketing, 60(4), 7-18.
25. Francken, D. A. (1983). Postpurchase consumer evaluations, complaint actions and repurchase behavior. Journal of Economic Psychology, 4(3), 273-290.
26. Griffin, A., Gleason, G., Preiss, R., & Shevenaugh, D. (1995). Best practice for customer satisfaction in manufacturing firms. MIT Sloan Management Review, 36(2), 87.
27. Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.
28. Hempel, D. J. (1977). Consumer satisfaction with the home buying process: Conceptualization and measurement. Marketing Science Institute, 6, 7-21.
29. Hernon, P., Nitecki, D. A., & Altman, E. (1999). Service quality and customer satisfaction: An assessment and future directions. The Journal of Academic Librarianship, 25(1), 9-17.
30. Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63.
31. Jones, M. A., & Suh, J. (2000). Transaction-specific satisfaction and overall satisfaction: an empirical analysis. Journal of Services Marketing, 14(2), 147-159.
32. Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88.
33. Jr, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.
34. Keaveney, S. M. (1995). Customer switching behavior in service industries: An exploratory study. Journal of Marketing, 59(2), 71-82.
35. Kotler, P. (1994). Marketing management analysis, planning, implementation and control (6th ed.), New Jersey NJ: Prentice-Hall.
36. Kotler, P. (1997). Marketing management: Analysis, planning, implementation and Control, (9th ed). Englewood Cliffs, NJ: Prentice-Hall.
37. Kotler, P., Ang, S. H., Leong, S. M. and Tan, C. T. (1999). Marketing management: An Asian perspective. Englewood Cliffs, NJ: Prentice-Hall.
38. Li, Y. N., Tan, K. C., & Xie, M. (2002). Measuring web-based service quality. Total Quality Management, 13(5), 685-700.
39. Nguyen, D. T., DeWitt, T., & Russell-Bennett, R. (2012). Service convenience and social servicescape: retail vs hedonic setting. Journal of Services Marketing, 26(4), 265-277.
40. Nunnally, J. (1978). Psychometric methods.
41. Oliver, R. L., & Linda, G. (1981). Effect of satisfaction and its antecedents on consumer preference and intention. ACR North American Advances.
42. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
43. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL: a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213-233.
44. Prasad, J. S., & Aryasri, A. R. (2008). RELATIONSHIP MARKETING VERSUS RELATIONSHIP QUALITY & CUSTOMER LOYALTY IN FOOD RETAILING. Pranjana: The Journal of Management Awareness, 11(2).
45. Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
46. Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
47. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127.
48. Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
49. Seiders, K., Voss, G. B., Grewal, D., & Godfrey, A. L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69(4), 26-43.
50. Sirohi, N., McLaughlin, E. W., & Wittink, D. R. (1998). A model of consumer perceptions and store loyalty intentions for a supermarket retailer. Journal of Retailing, 74(2), 223-245.
51. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
52. Stum, D. L., & Thiry, A. (1991). Building customer loyalty. Training and Development Journal, 45(4), 34-36.
53. Van Riel, A., Semeijn, J., & Janssen, W. (2003). E-service quality expectations: a case study. Total Quality Management & Business Excellence, 14(4), 437-450.
54. Vlachos, P. A., & Vrechopoulos, A. P. (2008). Determinants of behavioral intentions in the mobile internet services market. Journal of Services Marketing, 22(4), 280-291.
55. Westbrook, R. A. (1981). Sources of consumer satisfaction with retail outlets. Journal of Retailing, 57(3), 68-85.
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網路文獻
1. 賴瓊雅. (2018). 從生技醫藥的新浪潮看產業未來變革. 擷取自 台北產經: https://www.taipeiecon.taipei/article_cont.aspx?MmmID=1201&MSid=1002151377700274766
2. Deloitte (2019). 2019 Global Health Care Outlook [Online] Available at: https://www2.deloitte.com/global/en/pages/lifesciences-and-healthcare/articles/global-health-care-sector-outlook.html
3. Deloitte (2019). 2019 Global Life Scineces Outlook [Online] Available at: https://www2.deloitte.com/global/en/pages/lifesciences-and-healthcare/articles/global-life-sciences-sector-outlook.html
4. Stanley, M. (1997). The Internet report[Online] Available at: http://www.ms.com/
描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
106363088
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106363088
資料類型 thesis
dc.contributor.advisor 林月雲zh_TW
dc.contributor.advisor Lin, Yeh-Yunen_US
dc.contributor.author (Authors) 林筠zh_TW
dc.contributor.author (Authors) Lin, Yunen_US
dc.creator (作者) 林筠zh_TW
dc.creator (作者) Lin, Yunen_US
dc.date (日期) 2019en_US
dc.date.accessioned 5-Sep-2019 17:36:10 (UTC+8)-
dc.date.available 5-Sep-2019 17:36:10 (UTC+8)-
dc.date.issued (上傳時間) 5-Sep-2019 17:36:10 (UTC+8)-
dc.identifier (Other Identifiers) G0106363088en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/125953-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所(MBA學位學程)zh_TW
dc.description (描述) 106363088zh_TW
dc.description.abstract (摘要) 近年來，由於台灣人口老化使得勞動力短缺，加上台灣市場規模侷限，外商藥廠台灣分公司所獲資源漸減，因此外商藥廠開始數位化轉型，透過數位化優化工作流程，減少人為失誤及人力成本，並同時提供多樣化的便利服務。
醫藥產業為一性質特殊之產業，藥廠作為企業端，由於藥事法規定，能接觸病人或潛在客戶，但不能推銷產品，一般消費用品的行銷手法就無法使用。由於藥品是個對人體影響較大的用品，不同於一般消費品，行銷重點除了吸引消費者對疾病的意識和新奇感，更在於用科學及專業來取得醫生及消費者的信任。由上述原因，鑄成藥廠行銷的特殊性質，對一般大眾只能採取間接行銷，行銷的步驟分為二大步驟，第一，藥廠使用自身公司及產品名對醫院醫生的B2B直接行銷；第二，藥廠透過影響醫生或第三方機構，進一步影響潛在消費者的B2C間接行銷策略。
在產業數位化轉型下，結合數位之行銷策略成為藥廠行銷重點之一，透過搭配專業高品質產品的便利數位服務，使得醫療端客戶對產品的附加價值產生更深的黏著度，並進一步影響在消費端的市場佔有率，期望成為產業內的領先品牌。
目前現有以醫藥產業為對象的數位化服務研究，多是以如何開發及設計介面系統使診間使用者提高使用意願，相較於此，本研究所探討的是，由使用者對於診間所提供數位化服務的體驗回饋，針對已開發的數位化服務內容，探討如何導入診間及強化其效益的服務類型。本研究發現，數位化服務便利性、服務品質對顧客滿意及顧客忠誠有顯著影響，且顧客滿意對顧客忠誠顯示出中介效果。期望本研究結果，給予正在以及計畫日後轉型的藥廠參考，一同將台灣醫藥服務市場提升到另一層次，成為其他國家參考的對象!		zh_TW
dc.description.tableofcontents 目錄
摘要 2
第一章 緒論 6
第一節 研究背景及動機 6
第二節 研究目的 8
第二章 文獻探討 10
第一節 顧客滿意度 10
第二節 顧客忠誠度 13
第三節 服務便利性 15
第四節 數位服務品質 18
第五節 研究架構圖 24
第三章 研究方法 25
第一節 研究架構 25
第二節 研究假說 25
第三節 研究變項之操作性定義 26
第四節 研究變項量表與衡量工具 29
第五節 資料分析方法 30
第六節 資料收集方法 32
第四章 資料分析 33
第一節 敘述性統計分析 33
第二節 信度分析 36
第三節 相關分析 39
第四節 迴歸分析 43
第五章 結論與建議 53
第一節 研究結論 53
第二節 管理意涵 55
第三節 研究限制 57
第四節 研究發展與建議 58
參考文獻 60
中文文獻 60
英文文獻 60
網路文獻 60
附錄 研究問卷設計 65		zh_TW
dc.format.extent 1425818 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106363088en_US
dc.subject (關鍵詞) 數位服務便利性zh_TW
dc.subject (關鍵詞) 服務品質zh_TW
dc.subject (關鍵詞) 顧客滿意度zh_TW
dc.subject (關鍵詞) 顧客忠誠度zh_TW
dc.title (題名) 數位服務便利性與品質對顧客滿意度與忠誠度之影響—以數位轉型之藥廠為例zh_TW
dc.title (題名) The Impact of Service Convenience and Quality on Customer Satisfaction and Loyalty— A Study on Digital Transformation of Pharmaceutical Companiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
中文文獻
1. 《中華民國人口推估（2018 至2065 年）》，國發會，2018。
2. 《未來十年護產人力供需評估研究計畫》，衛福部委託國衛院執行，2018。
3. 內政部107年第15週內政統計通報，內政部，2019。
4. 江義平, & 蘇韋綸. (2007). 網路之服務品質構面類型與重要性對容忍區之影響. 管理與系統, 14(4), 573-602.
5. 張益嘉. (2007). 網路服務便利性, 網站服務品質, 顧客滿意度與購買意圖之探討: 以線上購買 3C 產品為例 (Doctoral dissertation, 撰者).
英文文獻
1. Andaleeb, S. S., & Basu, A. K. (1994). Technical complexity and consumer knowledge as moderators of service quality evaluation in the automobile service industry. Journal of Retailing, 70(4), 367-381.
2. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
3. Ariely, D. (2000). Controlling the information flow: Effects on consumers` decision making and preferences. Journal of Consumer Research, 27(2), 233-248.
4. Banâtre, M., Issarny, V., Leleu, F., & Charpiot, B. (1997). Providing quality of service over the web: A newspaper-based approach. Computer Networks and ISDN Systems, 29(8-13), 1457-1465.
5. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
6. Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66(3), 1-17.
7. Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty: the key to geater profitability. AMA.
8. Bienstock, C. C., DeMoranville, C. W., & Smith, R. K. (2003). Organizational citizenship behavior and service quality. Journal of Services Marketing, 17(4), 357-378.
9. Bivens, G. E., & Volker, C. B. (1986). A value-added approach to household production: The special case of meal preparation. Journal of Consumer Research, 13(2), 272-279.
10. Brown, L. G. (1989). The strategic and tactical implications of convenience in consumer product marketing. Journal of Consumer Marketing, 6(3), 13-19.
11. Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249.
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13. Copeland, M. T. (1923). Relation of consumers` buying habits to marketing methods. Harvard Business Review, 1(2), 282-289.
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dc.identifier.doi (DOI) 10.6814/NCCU201901060en_US