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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77174完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 林俊昇(Jiun-Sheng Chris Lin) | |
| dc.contributor.author | Ming-Ta Chen | en |
| dc.contributor.author | 陳銘達 | zh_TW |
| dc.date.accessioned | 2021-07-10T21:49:26Z | - |
| dc.date.available | 2021-07-10T21:49:26Z | - |
| dc.date.copyright | 2021-03-08 | |
| dc.date.issued | 2021 | |
| dc.date.submitted | 2021-02-04 | |
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(1988), Case Study Research in Education: A Qualitative Approach, San Francisco, CA: Jossey-Bass inc. 22. Mitra, A. (1993), Fundamentals of Quality Control and Improvement, NY: Macmillan. 23. Oliver, R. L. (1981), “Measurement and Evaluation of Satisfaction Processes in Retail Settings,” Journal of Retailing, 57(3), pp.25-48. 24. Ostrom, A. and Iacobucci, D. (1995), “Consumer Trade-offs and Evaluation of Services,” Journal of Marketing, 59(1), po.17-28. 25. Parasuraman, A., Zeithaml, V. A. and Berry, L. L. (1988), “SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64(1), pp.12-40. 26. Parasuraman, A., Zeithaaml, V. A. and Berry, L. L. (1985), “A Conceptual Model of Service Quality and it’s Implications for Future Research,” Journal of Marketing, 49(4), pp.41-50. 27. Roloff, M.E. (1987). Communication and reciprocity within intimate relationship. 28. Ruyter, K., Bloemer, J. and Peeters, P. (1997), “Merging Service Quality and Service Satisfaction: An Empirical Test of An Integrative Model,” Journal of Economic Psychology, 18(4), pp.387-406. 29. Sasser, W. E., Olsen, R. P. and Wyckoff, D. D. (1978), Management of Service Operation: Text and Cases, Allyn and Bacon Inc. 30. Selnes F. (1993), “An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty,” European Journal of Marketing, 27(9), pp.19-35. 31. Sheth, J. N. (1988), “The Evolution of Relationship Marketing,” International Business Review, 4(4), pp.397-418. 32. Singh, J. (1991), “Agency and Trust Mechanisms in Consumer Satisfaction and Loyalty Judgments,” Journal of the Academy of Marketing Science, 28(1), pp.150-167. 33. Ulaga, W. and Eggert, A. (2006), “Relationship Value and Relationship Quality: Broadening the Nomological Network of Business-to-Business Relationships,” European Journal of Marketing, Vol.40, pp.311-327. 34. Wilson, T. D. (1995), “An Integrated Model of Buyer-Seller Relationships,” Journal of the Academy of Marketing Science, 23(4), pp.335-345. 35. Wirtz, J. and Shamdasani, P. N. (1994) , “Development of a Conceptual Model on the Impact of Guarantees on Service Firms and Their Customers,” Asia Pacific Advances in Consumer Research, Vol.1, pp.165-170. 36. Yin R. K. (1994), “Discovering the Future of the Case Study Method in Evaluation Research,” Evaluation Practice, 15 (3), pp.283-90. 37. Zimmerman, C. D. (1985), “Quality Key to Service Productivity,” Quality Progress, Vol.18, pp.32-35. 38. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996), “The Behavioral Consequences of Service Quality,” Journal of Marketing, 60(2), pp.31-46. 39. Zeithaml, V. A. and Bitner, M. J. (1996), Services Marketing, NY: McGraw-Hill. 40. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52(3), pp.2-22. 41. Zeithaml, V. A. (1981), How Consumer Evaluation Processes Differ between Goods and Services,” Marketing of Services, pp.186-190. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/77174 | - |
| dc.description.abstract | 全球化藥品市場伴隨著生物技術的進展，2019年全球藥品市場規模已達1.25兆美元。伴隨各國老年化影響下，市場不斷擴大，深入探討台灣藥品市場演進自勞工保險，農民保險，至全民健康保險實施至今，全民納保率已達99.9%，醫療院所的特約涵蓋率大於93%，意指目前台灣的藥品市場九成以上已經納入全民健保。透過最新健保資料分析，自2010至2019年台灣藥品市場現況由新台幣1,313億元快速增加至2,083億元，反觀台灣醫師年齡層逐步降低，越來越多中生代醫師成為醫院管理階層，不同世代的臨床醫師在考量製藥產業的所提供的產品與服務也不盡相同。基於此，為跟上醫師世代的改變並尋得新的商業契機，本研究以服務品質與滿意度概念做為調查基礎，深度訪談北中南醫師觀點，並於文末提出醫療產業之B2B服務行銷策略建議。 本研究透過服務品質五大構面分析發現利用B2B行銷模式套用，台灣醫師在健保制度下的基本需求是照顧好健保納保病患的需求，五大構面中的其中四項應該更以【病患為中心】，包含：有形性、可靠性、回應性、保證性，必須針對產品、服務、人員提供病患醫療照護所需的支持，包含可信賴的產品及足夠的使用知識，這樣的作法會讓醫師產生極高的信任與承諾，進而建構長期合作夥伴關係。而同理性構面偏向於【以醫師為中心】，實踐顧客價值的感受性，也是差異化、個人化的關鍵因素，因此本文提出醫療產業行銷4.0應同時兼具病患利益與醫師感受，以病患、醫師及醫療產業共存模式，透過多管道行銷模式且結合政府政策與法規限制下，形成重視療效、安全性、夥伴關係、精神與體驗的「醫療健康生態系」。 | zh_TW |
| dc.description.abstract | With the ageing population and the deployment of National Health Insurance, the competition in the healthcare-related industries in Taiwan has become quite fierce, especially for the pharmaceutical industry. Services have thus been regarded as an imperative strategy for pharmaceutical companies to differentiate with competitors. Therefore, this research aims to further understand the unmet B2B service needs in the pharmaceutical industry through in-depth interviews with medical doctors on the basis of five dimensions of service quality (i.e., reliability, responsiveness, assurance, empathy, and tangibles). Implications for pharmaceutical industry’s B2B service marketing strategies, limitations, and future research directions are then discussed. | en |
| dc.description.provenance | Made available in DSpace on 2021-07-10T21:49:26Z (GMT). No. of bitstreams: 1 U0001-3101202114073800.pdf: 2361541 bytes, checksum: e27b870bfa3a61bd78f2b7d7b4c0186c (MD5) Previous issue date: 2021 | en |
| dc.description.tableofcontents | 誌謝 i 中文摘要 ii 英文摘要 iii 目錄 iv 圖目錄 vi 表目錄 vii 第一章 緒論 1 第一節、研究背景與動機 1 第二節、研究範圍與目的 2 第三節、研究流程與架構 3 第二章 文獻探討 4 第一節、台灣藥品市場的定義與分類 4 第二節、生技醫療產業簡介 6 第三節、醫藥產業行銷模式 8 第四節、B2B模式定義 11 第五節、服務品質 13 第六節、顧客滿意度 17 第三章 研究方法 20 第一節、個案研究法 20 第二節、訪談法 24 第三節、資料蒐集方式 26 第四節、醫師訪談大綱 27 第四章 個案資料描述與分析 29 第一節、受訪者個案背景描述 29 第二節、綜合分析 32 第五章 結論與建議 38 第一節、研究結論 38 第二節、研究建議 40 第三節、管理意涵 43 第四節、研究限制 44 第五節、未來研究方向 45 參考文獻 46 附錄 50 | |
| dc.language.iso | zh-TW | |
| dc.subject | 顧客滿意度 | zh_TW |
| dc.subject | 製藥產業 | zh_TW |
| dc.subject | 醫療行銷 | zh_TW |
| dc.subject | B2B | zh_TW |
| dc.subject | 服務品質 | zh_TW |
| dc.subject | Customer satisfaction | en |
| dc.subject | Healthcare service marketing | en |
| dc.subject | Pharmaceutical industry | en |
| dc.subject | Service quality | en |
| dc.title | 醫療產業之B2B服務行銷策略研究 | zh_TW |
| dc.title | Exploring the B2B Service Marketing Strategies in the Healthcare Industry | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 109-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 黃恆獎(Heng-Chiang Huang),連勇智(Yung-Chih Lien) | |
| dc.contributor.oralexamcommittee | 林政佑(Cheng-Yu Lin),余峻瑜(Jiun-Yu Yu) | |
| dc.subject.keyword | 製藥產業,醫療行銷,B2B,服務品質,顧客滿意度, | zh_TW |
| dc.subject.keyword | Healthcare service marketing,Pharmaceutical industry,Service quality,Customer satisfaction, | en |
| dc.relation.page | 61 | |
| dc.identifier.doi | 10.6342/NTU202100288 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2021-02-04 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 國際企業管理組 | zh_TW |
| 顯示於系所單位： | 國際企業管理組 | |
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