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南部醫療從業人員對四家藥廠藥品行銷人員之服務滿意度分析與比較 = The...

國立高雄大學高階經營管理碩士在職專班(EMBA)

南部醫療從業人員對四家藥廠藥品行銷人員之服務滿意度分析與比較 = The Satisfactory Analysis of Healthcare Professionals on Sales Representatives of Four Pharmaceutical Companies in Southern Taiwan

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Satisfactory Analysis of Healthcare Professionals on Sales Representatives of Four Pharmaceutical Companies in Southern Taiwan
作者:	譚念崗,
其他團體作者:	國立高雄大學
出版地:	高雄市
出版者:	撰者;
出版年:	2016[民105]
面頁冊數:	111面圖，表格 : 30公分;
標題:	公司企業形象
標題:	Corporate image
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/21596648823181059141
附註:	106年4月25日公開
附註:	參考書目: 面84-88
摘要註:	本研究目的在探討台灣南部醫療從業人員對主要四家藥廠行銷人員於「公司企業形象」、「員工素質」與「服務效能」等三大服務構面的整體滿意度，由分析受訪醫療從業人員人口統計變項對P、R、M、N四家藥廠行銷人員之三大服務構面及整體滿意度之差異情形，並瞭解此三大服務構面如何影響受訪醫療從業人員之整體滿意度。由於醫療議題具專業性，且許多制度面的問題無法量化來衡量，為此，本研究為得到更真實、更深入的研究結果，特採用Google Form網路問卷調查進行之，總計回收302份，皆為有效問卷。統計分析結果發現：一、受訪者男女比例約佔7:3，以南部區域級以上25家醫院為主，大學程度以上佔98%，服務年資超越10年以上有54%，且職級為「管理高層」及「教授、臨床醫師」佔76%，任職「醫院所在區域」以高雄地區(45%)為最多，屏東地區(14%)最少。二、藉由單因子變異數分析、Scheff事後檢定、信度分析、Pearson相關分析、逐步迴歸分析、Friedman成對樣本t檢定及Kendall W檢定，結果顯示「受訪者人口統計變項」對「行銷人員三大構面」之行銷滿意度部分顯著差異，且「四家行銷人員三大構面」對「醫療從業人員滿意度」皆呈現正向影響。三、三大構面對整體服務滿意度的重要性依序為「員工素質」、「服務效能」與「公司企業形象」。四、受訪者服務年資「5年~10年」、「10年~20年」及「20年以上」比其在「5年以下」的滿意度都較高。五、「教授，臨床醫師」及「管理高層」的受訪者對個案P公司南部藥品業務人員的滿意度都給予相當高度的肯定、而「採購」職級的受訪者也有不錯的滿意度認同。六、受訪者醫院所在區域滿意度以「高雄地區」得到最高認同、其次是「屏東地區」與「台南地區」；而「雲嘉地區」相較之下則是相對較弱。 The purpose of this study is to examine the overall satisfaction of the sales representatives of four major pharmaceutical companies with regard to the following three perspectives: Corporate Image, Employee Quality and Service Efficiency among southern Taiwan medical practitioners. Through interviewing these medical practitioners and analyzing their demographic characteristics, we try to investigate the differences between overall satisfaction and the above-mentioned three perspectives so as to have a better understanding on how these three perspectives affect the overall satisfaction among these medical practitioners. Since healthcare has always been considered as a professional issue, many systematic factors are not able to be quantified. Therefore, to make sure this research receives a more insightful outcome, Google Form Survey is used to conduct the survey. 302 copies were distributed and all of them are valid questionnaires.The statistic analysis results of this research are shown as follows:1) Gender ratio between male and female of our interviewees is 7:3. We focus mainly on medical practitioners working in 25 regional hospitals in southern Taiwan. 98% of them hold a bachelor degree or a higher degree. 54% of them have more than 10 years of working experiences. Moreover, 76% of them are executives or professors or clinicians. 45% of them practice in Kaohsiung regional hospitals; 14% of them practice in PingTung regional hospitals.2) With analytic methods - One-way ANOVA, Scheff’s Post Hoc method, Reliability analysis, , Pearson correlation coefficient, stepwise regression, Friedman paired-samples t test, and Kendall’s W test- the results show that there are partial differences with respect to interviewee’s demographic characteristics and three major perspectives. There is a positive impact of above-mentioned three major perspectives on the overall medical practitioner satisfaction.3) The ranking of the importance of three major perspectives are “Employee quality,” “Service efficiency” and “Corporate Image.”4) Those who with working experiences 5~10 years, 10~20 years, and more than 20 years have higher satisfaction than those with under 5 years of experience interviewees.5) Interviewees of “Professors & Clinicians” and “Executives” groups give a relatively higher recognition to the southern Taiwan regional sales representatives of P pharmaceutical company. This higher recognition can also be found from interviewees of “Procurement.”6) Interviewees from hospital in “Kaohsiung region” give the highest recognition to the sales representatives; “Pingtung & Tainan” comes the second while “Yunlin & Chiayi” the lowest.

南部醫療從業人員對四家藥廠藥品行銷人員之服務滿意度分析與比較 = The Satisfactory Analysis of Healthcare Professionals on Sales Representatives of Four Pharmaceutical Companies in Southern Taiwan
譚, 念崗

南部醫療從業人員對四家藥廠藥品行銷人員之服務滿意度分析與比較 = The Satisfactory Analysis of Healthcare Professionals on Sales Representatives of Four Pharmaceutical Companies in Southern Taiwan / 譚念崗撰 - 高雄市 : 撰者, 2016[民105]. - 111面 ; 圖，表格 ; 30公分.
106年4月25日公開參考書目: 面84-88.
公司企業形象Corporate image

南部醫療從業人員對四家藥廠藥品行銷人員之服務滿意度分析與比較 = The Satisfactory Analysis of Healthcare Professionals on Sales Representatives of Four Pharmaceutical Companies in Southern Taiwan
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