| Summary: | 碩士 === 高雄醫學大學 === 藥學研究所 === 96 === In the pharmaceutical industry, the pharmaceutical medical representative plays an important role both for his/her company and for their physicians(Rapp et al., 2006). In many cases, the pharmaceutical representative is the primary source of new product information and therapeutic product suggestions for physician. The pharmaceutical salesperson must be very knowledgeable about the products that they sell due to the high risk upon which both the patients` safety and physician`s reputation rest(Ahearne et al., 1999).
Due to customer relationship management has become an increasing issue for pharmaceutical industry. This study develops a model to investigate the antecedents and consequences of relationship quality from the physician`s perspective to test the impact between relationship quality of pharmaceutical medical representatives and prescribing behavior of the physicians. The antecedents in this study includes expertise, service quality, ethical behavior and relationtionship bonding tactics.
In order to observe the behavioral sequence of the relationship quality model, the study developed a questionnaire to interview the physician including medical centers, regional hospitals, area hospitals and clinics. There are 307 surveys are available questionnaire. The data analysis methods, firstly to evaluate construct validity regarding convergent and discriminate validity, next to test the research hypotheses empirically by ANOVA and Regression analysis.
This research adds to the relationship quality literature by focusing on the analysis of relationship quality in the marketing of pharmaceutical promotion and by pointing out areas in which training and organizational development can have an impact. As expected, the expertise, service quality, ethical behavior and relationship bonding are found to exert significant positive impact on medical representative relationship quality. Relationship quality also to exert significant positive impact on prescribing behaviour for physicians. From a strategic viewpoint, this suggests that pharmaceutical marketers focus on these fronts to develop effective relationship marketing strategies and plan in order to establish a long-term relationship with the physicians.
|
|---|
