Study of the degree of valuing the quality of products and quality of service from pharmacists based on different property of doctors

• Main Authors: Kuo-lun Tsai, 蔡國綸
• Other Authors: Hsing-yen Hsieh
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/38837500184952039381

碩士 === 義守大學 === 管理研究所碩士班 === 93 === The implementation of the NHI(national health insurance) is a welfare policy to the publics. However, all kinds of constriction policy for the NHI price of medicine is a great impact to the pharmacists, so how to adjust the management in such a predicament is a preoccupation. If they can detect the degree of valuing the quality of products(medicine) and the quality of service from the pharmacists based on different property of doctors, it will be much helpful for enhancing the marketing benefit. This study refer to documents defines 10 variables of property of doctors as gender, age, public or private hospitals, level of working hospital, division of specialist, seniority for practice, being a director of a division or not, preference of prescription, the volume of outpatients each time and the average price of medicine of each daily prescription. It defines 3 variables of the internal property of quality of products as: efficiency, safety and convenience. It defines 3 variables of the external property of products as: price, degree of advertising and brand image. It defines 5 variables of quality of service as: tangible, reliability, responsiveness, assurance and empathy. It describes the data of doctors by frequency distribution and percentage and the distribution status of doctor’s priority of degree of valuing the factors of quality of products and quality of service. The study is aimed at the doctors of the hospitals in Kaohsiung and Kaohsiung County to release the questionnaire and retrieve 282 copies of effective samples. The rate of retrieve is about 92%. It analyzes the effective samples whether there is obvious difference of degree of valuing between the variables of doctors, quality of products, quality of service by using one-way ANOVA test, Scheffe’s test and t-test. This study discovers the doctors value most the efficiency of products and value less the degree of advertising in the factor of quality of products. They value most the assurance and value less the tangible in the factor of quality of service. In the comparision of difference of property of doctor for quality of products, the degree of valuing is: the female value most the price than the male; those in surgery value most the convenience than those in internal medicine; the directors value most all the factors besides efficiency than those non-directors. In the comparision of difference of property of doctor for quality of service, the degree of valuing is: there is no obvious difference between gender, public or private hospitals and the average price of medicine of each daily prescription; the older value most the reliability; the directors value most the tangible; the doctors with high volume outpatients value most the reliability, assurance and empathy.