Research on customers relationship marketing（CRM）to the influence of purchase performance – A case of The Synpack-Kingdom Pharmanceutical Co.,LTD

• Main Authors: Yin-Hai Tsai, 蔡銀海
• Other Authors: Ching-Cheng Shen
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/03146903959233304219

碩士 === 南華大學 === 管理科學研究所 === 92 === 　　Following the Taiwan DOH policy of GMP(Good Manufacturing Practices) in 1987,Natinal Health Insurance Program in 1995 and cGMP(current Good Manufacturing Practices) in 2001,hence the domestic pharmaceutical company had to improve R&D, marketing, HR productivity to adopt the critical price war in Taiwan. The CRM (customer relationship marketing) concept also had been introduced to pharmaceutical industry to meet the goal of quality improvement and cost efficiency besides traditional marketing 4P concepts. The main concern of this research is to exam the greatest customer relationship vale created by pharmaceutical CRM approaching. 　　The purpose of this study was to examine the influence among CRM to purchase performance from Synpack-Kingdom Pharmanceutical Co.,LTD as case, basing on 320(340 total) valid questionnaires from clinics doctor of Synpact-Kingdom clients, the analysis methods of the research are Factor Analysis, Reliability Analysis, Descriptive Statistics Analysis, T-test , One Way ANOVA, Correlation Analysis and Linear Structural Relation Analysis. 　　The research concludes with empirical evidence that：1. The purchase behavior of clinics doctor were differ with reputations of medicine manufacturer. 2. The attitude, appearance, communication skill, commitments of medical representatives were significant factors to doctor. 3. The customer loyalties were higher in middle area of Taiwan than southern parts. 4. The higher annual purchase amount of clinics from low ones in behavior dimensions. 5. The better interaction relationship between relation value, customer satisfaction, relation maintain and relation quality, The better interaction relationship between relation quality and relation commitment , The better interaction relationship between relation commitment and Performance.