| Summary: | 碩士 === 國立高雄應用科技大學 === 企業管理系碩士在職專班 === 101 === The trend of globalization, the pharmaceutical industry has gradually moved
toward the services competition and attention to face the competition of
pharmaceutical market. In according to statistic of revenue, the overall growth
rate in recent year is weakened. Faced with the current difficulties, company
should be concerned about how to establish operational performance by
discussing relevant issues, brand image and a study on the management of the
revenue promoting methods. These are important issues about maintaining
customer relationship and improve the overall customer loyalty. Therefore, the
pharmaceutical brand image and customer loyalty were studied, and further
explore the relationship between brand image for quality (satisfaction, trust and
commitment) and relationship quality for customer loyalty, making the
pharmaceutical companies can better understand behavior and interaction
patterns between customers. Finally, this study will be an important indicator of
pharmaceutical companies for the consolidate customers.
In this study, we focus on the southern hospitals physicians, pharmacists and
nurses. Total of 130 questionnaires were collected, and using SPSS19.0
statistical software for data analysis and hypothesis testing. In according our
III
study results showed that: (a) the brand image on satisfaction with significant
positive correlation. (Two) brand image is significantly positively related to
trust. (Three) brand image is significantly positively related commitments.
(Four) satisfaction has a significant positive effect on trust. (Five) trust has a
significant positive impact on commitment. (Six) brand image is significantly
positively related to customer loyalty. (Seven) satisfaction has a significant
positive impact on customer loyalty. (Eight) trust has a significant positive
impact on customer loyalty. (Nine) promised to have a significant positive
impact on customer loyalty. (Ten) relationship quality to the brand image,
customer loyalty has mediating effect.
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