醫療器材產業顧客關係管理之研究

ASIA unversity > 管理學院 > 經營管理學系 > 博碩士論文 > Item 310904400/111862

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题名:	醫療器材產業顧客關係管理之研究 A Research of Customer Relationship Management in Medical Device Industry
作者:	邱雅佳 CHIU, YA-CHIA
贡献者:	經營管理學系碩士在職專班
关键词:	醫療器材產業;顧客關係;顧客滿意度;顧客忠誠度 Medical equipment industry;customer relationship;customer satisfaction;customer loyalty
日期:	2019
上传时间:	2019-05-23 03:10:01 (UTC+0)
出版者:	亞洲大學
摘要:	現今國內醫療器材產業，面臨諸多的挑戰，例如：全民健保給付制度的變化改革與限制，導致許多健保給付之產品價格大幅的降低，而同質性的產品不斷的推陳出新與引進，雖然目前整個醫療保健產業有著明顯的成長，但在面對政策的改變與強大的競爭環境下，企業要如何維持穩定的業績成長與保有足夠的利潤空間，透過「顧客關係管理」來提高顧客的轉換成本則成為國內醫療器材產業廠商需要深遠的思考方向。本研究針對國內北部中部南部醫院(醫學中心、區域醫院及地區醫院)之部/科之主任醫師、主治醫師、護理人員/技術人員、行政採購人員與器材供應商間之關係，進行探討國內醫療器材企業之顧客“持續性購”買產品時所重視的關鍵因素與顧客滿意度、忠誠度間的影響程度，藉由此研究瞭解影響使用者的重要因素為何? 本研究以親自拜訪或同事協助親自拜訪受訪者所蒐集之問卷資料，共回收84份有效問卷，經由各項統計分析顯示對於國內醫療器材產業與顧客間的關係滿意度之關係連結(結構型、社會型、財務型)越穩固緊密，其在顧客滿意度上就能大大的提升，進而與顧客建立長期夥伴合作關係，培養忠誠度，穩固紮根經營於醫療院所，達成企業穩定發展經營與提高顧客關係價值之雙贏目標。 Currently, the medical device industry in Taiwan is facing many challenges. For example, reforms in and limits of the universal health insurance payment system have significantly reduced the prices of many health care products, while firms are constantly introducing and innovating homogenous products. Although the medical care industry is growing considerably, companies are facing policy changes and strongly competitive environments. Medical Device manufacturers in Taiwan need to consider the long term to maintain stable growth in performance and sufficient profit margins in the face of policy changes and to improve customer conversion costs through customer relationship management. This study explores the relationship between chief physicians, attending physicians, nursing staff/technicians, administration and procurement staff, and hospital (medical centers, district hospitals, and regional hospitals) Device suppliers in the northern, central, and southern regions of Taiwan. It discusses how the key factors that customers focus on when they continuously purchase products affect customer satisfaction and loyalty, and identifies the essential factors that affect users. This study collected 84 valid responses to questionnaires through personal (or with the assistance of co-workers) interviews. Statistical analyses show that closer, more stable relationships (structural, social, or financial) between the domestic medical device industry and customers greatly enhances customer satisfaction. Furthermore, establishing long-term partnerships with customers, fostering loyalty, and reinforcing medical institutions’ operations facilitated the achievement of a win-win objective: stable business development and increased value of customer relationships.
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