顾客关系行销对采购绩效影响之研究(pdf 20)中英文版

20051-201─ResearchonCustomersRelationshipMarketingCRMtotheInfluenceofPurchasePerformanceACaseoftheSynpac-kingdomPharmaceuticalCO.,LTD1276(GMP)8490(c-GMP)CEO4P(CRM)CRM1.2.3.4.5.AbstractFollowingtheTaiwanDOHpolicyofGMP(GoodManufacturingPractices)in1987,NatinalHealthInsuranceProgramin1995andc-GMP(currentGoodManufacturingPractices)in2001,hencethedomesticpharmaceuticalcompanyhadtoimproveR&D,marketing,HRproductivitytoadoptthecriticalpricewarinTaiwan.TheCRM(customerrelationshipmarketing)conceptalsohadbeenintroducedtopharmaceuticalindustrytomeetthegoalofqualityimprovementandcostefficiencybesidestraditionalmarketing4Pconcepts.1220052ThemainconcernofthisresearchistoexamthegreatestcustomerrelationshipvalecreatedbypharmaceuticalCRMapproaching.ThepurposeofthisstudywastoexaminetheinfluenceamongCRMtopurchaseperformancefromSynpack-KingdomPharmanceuticalCo.,LTDascase,basingon320(340total)validquestionnairesfromclinicsdoctorofSynpact-Kingdomclients,theanalysismethodsoftheresearchareFactorAnalysis,ReliabilityAnalysis,DescriptiveStatisticsAnalysis,T-test,OneWayANOVA,CorrelationAnalysisandLinearStructuralRelationAnalysis.Theresearchconcludeswithempiricalevidencethat1.Thepurchasebehaviorofclinicsdoctorweredifferwithreputationsofmedicinemanufacturer.2.Theattitude,appearance,communicationskill,commitmentsofmedicalrepresentativesweresignificantfactorstodoctor.3.ThecustomerloyaltieswerehigherinmiddleareaofTaiwanthansouthernparts.4.Thehigherannualpurchaseamountofclinicsfromlowonesinbehaviordimensions.5.Thebetterinteractionrelationshipbetweenrelationvalue,customersatisfaction,relationmaintainandrelationquality,Thebetterinteractionrelationshipbetweenrelationqualityandrelationcommitment,ThebetterinteractionrelationshipbetweenrelationcommitmentandPerformance.KeywordsCRM,RelationCommitment,PharmaceuticalIndustry.1.(GoodManufacturingPracticesGMP)GMP(Current-GoodManufacturingPracticesc-GMP)84332.2.1(RelationshipMarketing,RM)Kotleretal.4Ps(Kotleretal.,1999)2.1.1KMV(KeyMediatingVariable)MorganHunt(Commitment-TrustTheory)KMV(KeyMediatingVariable)KMV(MorganHunt.,1994)2.1.1.1123452.1.1.2122.1.1.320054123452.1.22.1.2.190Hogan1.2.3.(Hogan,1998)2.1.2.2ChurchillSurprenant(ChurchillSurprenant,1982)Kolter(Kotleretal.,1999)2.1.2.3,1997BuschandWilson(BuschandWilson,1976)Lagace(Lagaceet5al.,1991)2.1.2.4Crosby,EvansandCowles(Crosby,EvansandCowles,1990)2.1.2.5Dwyer,SchurrandOh(Dwyer,SchurrandOh,1987)GarbarinoandJohnson(GarbarinoandJohnson,1999)2.1.2.6MorganHunt(MorganHunt.,1994)Jackson(Jackson,1985)3.3.112005613.2Hogan(Hogan,1998)Kolter(Kolter,1999)1.2.3.1.2.1.2.7Lagace1991(Lagaceetal.,1991)Crosby,EvansandCowles(Crosby,EvansandCowles,1990)MorganHunt(MorganHunt.,1994)Jackson(Jackson,1985)3.314.4.11,800340328832094.124.2SPSS8.0(Likert)17,2001200581Gwinner,GremlerBitner,(1998)Huang,(1998)Hogan,(1998)Hogan,(1998)87Kumar,ScheerSteenkamp(1995)Andaleeb(1995)Huang(1998)4.33Cronbach’sα0.70.792128388.423711.613092.8230409529.73405016250.6450604514.156092.8119059.4213040.61192.82135717.833611034.446109630510481512257.822510131.6351012238.1410155316.6515195.9SPSS4.4T4.4.1TT42005103Cronbach’sαCronbach’sαx2x1x30.81590.79680.78010.8727x6x4x50.86250.83790.77220.9056x7x8x90.78280.76950.75230.8598y2y10.87750.77240.8902y4y30.85180.70070.8575y7y5y60.80490.69210.65740.7939SPSS4.4.25Scheffe6-10106-101.10-1552.5-1523.10-1524.114TSPSS2005125One-WayANOVA1=302=30-403=40-504=50-605=601=12=1-33=3-64=6-105=101=22=2-53=5-104=10-155=151545142425141514152425131415251314141514131414SPSS134.5LISREL8.52(Maximumlikelihood,ML)LISREL2ξ1ξ2ξ3η1η2η3x1x2x3x4x5x6x7x8x9y1y2y3y4y5y6y74.5.1.160.31~0.960.085λx11λy11λx21γ11λx31λy21γ12β21λy32λx42λy42λx52β32λx62γ13λy53λx73λy63λx83λy73λx932X1X3X2X4X5X6X7X9X8Y1Y2Y3Y4Y5Y6Y72005146T-ValueT-Valueλx11→0.7013.190.0530.509.97λx21→0.7313.930.0530.469.44λx31→0.7714.880.0520.408.56λx42→0.8618.540.0460.268.58λx52→0.7314.180.0500.4711.09λx62→0.8317.630.0470.319.44λx73→0.8714.650.0590.243.39λx83→0.9210.860.0850.269.16λx93→0.678.990.0750.6411.81λy11→0.9617.90.0550.3510.51λy21→0.93……0.144.72λy32→0.315.390.0570.246.87λy42→0.94……0.123.22λy53→0.6110.950.0550.3310.47λy63→0.56……0.6811.29λy73→0.749.050.0820.458.61LISRELP0.054.5.1.274.5.1.38157χ2281.08p=0.000pαχ2χ2/df3.093GFI0.900.9AGFI0.850.9IFI0.970.9NFI0.960.9NNFI0.970.9CFI0.970.9RMR0.0650.05RMSEA0.0810.08LISREL8x10.700.50x20.730.54x30.770.600.54x40.860.74x50.730.53x60.830.690.65x70.870.76x80.420.74x90.410.360.49Y10.420.65Y20.93a0.860.74Y30.610.76Y40.94a0.880.69Y50.330.67Y60.56a0.32Y70.740.550.36LISRELP0.05a2005164.5.238t3γ110.23t3.253γ120.36t3.510.700.230.540.730.930.770.360.830.860.260.310.730.610.940.830.500.420.670.500.380.330.870.560.420.740.413LISRELP0.05aX1X3X2X4X5X6X7X9X8y1Y2Y3Y4Y5Y6Y7173γ130.38t4.313β210.83t17.503β320.50t6.2095.5.11.2.9TH1→0.233.25H2→0.363.51H3→0.384.31H4→0.8317.50H5→0.506.20LISRELP0.05a2005183.4.5.5.21.2.3.4.5.1055.35.3.15.3.1.15.3.1.2195.3.1.35.3.1.45.3.25.3.2.15.3.2.22005201.(1997)2.(2001)3.(1998)─4.Bagozzi,RichardP.andYi.Youjae(1998),”OntheEvaluationofStructuralEquationModel”,JournaloftheAcademy