| Summary: | 碩士 === 國立交通大學 === 企業管理碩士學程 === 98 === In Taiwan, after health insurance put into practice, there were many foreign medical device companies which invested a lot of money and brought newly products into this market. It improved the progress and development for local medical device industry. However, in recent years, the health insurance had big trouble with huge debt in company management because there were a lot of waste from patients and hospital. Therefore, our government decided to change the policy of health insurance. They tried to limit or cut insurance expense from all of hospitals. It also limited the profit of product and made medical device company hard to live. Therefore, it’s very important issue that we should try to find out some good strategy to resist any threat of environment or competition as soon as possible.
This research was aimed at exploring the relationship among customer relationship, company image, product brand image, and service quality and customer satisfaction in medical device market.
We find that customer relationship, company image and service quality affects customer satisfaction and customer loyalty. All of these relationships are significant and positive, but the product brand image doesn’t affect customer satisfaction. Thus, we recommend that the medical device company manager must put emphasis on how to improve customer relationship, how to build up good company image to become a word of mouse, and how to set up thouthtful service for customers. This revolution will let customers accept company’s service or product again and build up very tight customer loyalty.
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