| 摘要: | 國內藥局的發展因受到政府政策及物業流通業快速發展影響，傳統的藥局逐漸被藥妝店乃至複合式藥局所取代，以因應商品少量多樣化、客製化(customized)及消費情報資訊化的需求。因此，本研究結合顧客關係管理(Customer Relationship Management；CRM)系統，運用知識管理(Knowledge Management；KM)觀點，善用顧客知識管理的技術來輔助顧客關係之管理，以創造更具有價值且符合顧客需求的服務品質。 本研究架構第一部份以Tiwana(2001)提出之顧客知識管理及顧客知識來源來探討服務品質之策略；第二部份以Parasuraman, et al (1988)所提出之服務品質特性，包含有形性、可靠性、反應性、確實性、關懷性，探討連鎖藥局透過顧客知識管理、顧客知識來源對於提升企業服務品質的影響。研究方法採用SPSS 軟體，以逐步迴歸分析(stepwise multiple regression)及複迴歸分析探討因素間的線性關係。本研究以台灣前三大連鎖式複合藥局：康是美、丁丁藥局、博登藥局之北、中、南三區各家分店為抽樣母體，以各家連鎖藥局分店負責人為樣本對象，每家連鎖藥局北、中、南三區各抽20 份，全省共發放180 份，共回收33 份，回收率為18.33%。 研究結果顯示H1 顧客知識管理對服務品質有顯著之影響部分獲得支持，H2 顧客知識來源對服務品質有顯著之影響部份獲得支持。整體而言，本研究之迴歸分析的解釋力是可被接受的，其中，顧客知識管理對服務品質的R2 值為0.693；顧客知識來源對服務品質的R2 值為0.352 之間。進一步分析，以顧客知識管理構面而言，「知識分享」及「知識創造」因素將對服務品質造成顯著性之影響；以提供顧客知識來源方面而言，「市場資訊」、「產品與服務資訊」因素將對連鎖藥局的服務品質造成顯著性之影響。 The development of the domestic pharmacies in Taiwan has influenced by the government policy and logistics. Gradually, the traditional pharmacy had been replaced by the chain pharmacies to face the demands of products variety, customized and the consumer information. Therefore, the study combined Customer Relationship Management and Knowledge Management to improve the service quality and value by the customer knowledge management. The first part of the research framework adapts the strategy of customer knowledge management and customer knowledge source indicated by Tiwana (2001); the second part adapts the service quality including tangibles, reliability, assurance, empathy, and responsiveness to confer how the effect in improving the business service quality by using the customer knowledge management and customer knowledge source in the chain pharmacies. This study selected 3 chain pharmacies, such as chain drugstore of COSMED, Medicine-shop, JJ, the managers in domestic. There were 180 questionnaires given out randomly to managers in 20 chain pharmacies in Taiwan and 33 copies were valid. The research data acquired is analyzed by SPSS 14.0 Chinese version based on the research purpose and question, and quantified data is explored through stepwise multiple regression, hierarchical multiple regression to explore the line relationship between the factors. The H1 hypothesis that customer knowledge management effects the service quality is partly supported, and the H2 hypothesis that customer knowledge source effects the service quality is partly supported. Generally speaking, the regression explanation results of are accepted, and the R value of customer knowledge management to service quality is 0.693, p<0.05; the R value of customer knowledge source to service quality is 0.352, p<0.05. In the dimension of customer knowledge management, the factors of “knowledge sharing” and “knowledge innovation” are significant; in the dimension of customer knowledge source, the factors of “marketing information” and “product and service information” are significant in the chain pharmacies. |
