The research on the relationship among service quality, brand image, perceived value, customer loyalty and repurchase intention - An examplo of a drug manufacturer.

• Main Authors: TSENG,MENG-WEI, 曾孟偉
• Other Authors: LAN, TIAN-SYUNG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/33294293330820333227

碩士 === 育達科技大學 === 行銷與流通管理所 === 105 === Because the law, hospitals, doctors or drug manufactures could not to promote medicine to patients directly. Therefore most of drug manufactures promote their service and productions via salesperson that not only conquer global economy change but also market any old or brand new medicine easily. Drug manufactures would like to follow other industries success mode to solve environment problem and advance profit. This work considers brand image, service quality, perceived value and customer loyalty affect repurchase intention and then according to the work result to plan marketing strategy for drug manufactures. For all the marketing strategy based on the quality of medicine to obtain doctors’ support and get repurchase intention in the end.According to the result, this work finds out brand image and service quality has significant effect to each other. Both brand image and service quality have significant effect to perceived value. At same time, brand image and customer loyalty have significant effect to repurchase intention. And also perceived value significant effects to customer loyalty and repurchase intention separately. The relationship between perceived value and repurchase intention is partially mediated by customer loyalty. The relationship between brand image and repurchase intention is fully mediated by perceived value.