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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/125953


    Title: 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
    Authors: 林筠
    Lin, Yun
    Contributors: 林月雲
    Lin, Yeh-Yun
    林筠
    Lin, Yun
    Keywords: 數位服務便利性
    服務品質
    顧客滿意度
    顧客忠誠度
    Date: 2019
    Issue Date: 2019-09-05 17:36:10 (UTC+8)
    Abstract: 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!
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    106363088
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106363088
    Data Type: thesis
    DOI: 10.6814/NCCU201901060
    Appears in Collections:[企業管理研究所（MBA學位學程）] 學位論文

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