| dc.description.abstract | 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 Gradually, the traditional pharmacy had been replaced by the chain pharmacies to face the demands of products variety, customized and the consumer information.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.
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