新县经皮给药产业集聚区示范企业顾客满意度调查
发布时间：2018-11-17 08:08
【摘要】：新县产业集聚区是目前国内最大的经皮给药药品生产基地,近些年来,集聚区经皮给药产业呈现出快速发展的态势。集聚区领导践行以客户为关注焦点、重视质量管理、树立以客户满意为标准的质量观,为充分了解客户对其产品的评价信息,并在此基础上实施改进,特委托C中心开展顾客满意度第三方调查。本人硕士阶段在C中心实习期间有幸参与了这个调查项目,并由此获得了新县经皮给药产业集聚区示范企业羚锐公司(以下简称LR公司)的顾客满意度调研数据,经C中心领导批准后使用此数据完成了本文的撰写。随着中国加入WTO以及医药流通体制的改革,中国医药销售市场的竞争日趋白热化。虽然制药企业的终端顾客是患者,但生产企业营销的对象却主要是经销商,所以制药企业的直接顾客就是经销商,让更多的经销商代理自己的产品,是制药企业的目标。顾客满意度可以代表一个企业的核心竞争力,越来越多的企业开始对其高度重视。我国对于经皮给药产品顾客满意度的研究还很不足,模型和指标体系都还很不成熟。本文分析了顾客满意对于经皮给药企业的重要意义,站在经销商的角度上分析了经典的顾客满意度模型,提出了相关假设并设计了LR公司顾客满意度指标体系,构建了LR公司顾客满意度初始假设模型,根据模型中的指标设计本次调查的问卷,提出了LR公司产品满意度最终模型。本文运用探索性因子分析、验证性因子分析、结构方程模型等多种统计方法对模型进行拟合与分析,度量出满意度得分并画出四分图,基于实证研究结果,提出了提高新县经皮给药产业集聚区企业产品顾客满意度的建议。最后,本文经过研究得出的结论有产品感知与顾客满意度正相关,同时技术支持、服务感知和感知价值也都与其呈正相关;顾客期望与满意度呈微弱负相关;LR公司顾客总体满意度得分为78.94,总体忠诚度得分为76.71等,并提出了相关的改进建议。通过本文的研究,希望能对新县经皮给药产业集聚区企业在提升顾客满意度方面有所帮助,提升集聚区竞争力并更健康快速地发展壮大。
[Abstract]:Xinxian Industrial agglomeration area is the largest production base of transdermal drug delivery in China. In recent years, the transdermal drug delivery industry in the agglomeration area has shown a rapid development trend. The leaders of the agglomeration area take the customer as the focus of attention, attach importance to the quality management, set up the quality view with customer satisfaction as the standard, in order to fully understand the evaluation information of the customer's products, and implement the improvement on this basis, C Center is commissioned to carry out a third-party survey of customer satisfaction. I was fortunate to participate in this investigation project during my master's internship in Center C, and obtained the customer satisfaction survey data of Antelope Corporation (hereinafter referred to as LR Company), a demonstration enterprise in the transdermal drug industry agglomeration area of Xinxian County. After the approval of the C Center leadership, this data is used to complete the writing of this article. With China's entry into WTO and the reform of pharmaceutical circulation system, the competition in Chinese pharmaceutical market is becoming more and more intense. Although the terminal customers of pharmaceutical enterprises are patients, the marketing objects of manufacturing enterprises are mainly distributors, so the direct customers of pharmaceutical enterprises are dealers, and it is the goal of pharmaceutical enterprises to let more dealers represent their own products. Customer satisfaction can represent the core competitiveness of an enterprise, more and more enterprises begin to attach great importance to it. The research on customer satisfaction of percutaneous drug delivery products in China is still insufficient, and the model and index system are still immature. This paper analyzes the significance of customer satisfaction to the transdermal drug delivery enterprises, analyzes the classical customer satisfaction model from the perspective of dealers, puts forward the relevant assumptions and designs the customer satisfaction index system of LR Company. The initial hypothesis model of customer satisfaction of LR Company is constructed. According to the indicators in the model, the questionnaire is designed and the final model of product satisfaction of LR Company is put forward. In this paper, we use exploratory factor analysis, confirmatory factor analysis, structural equation model and other statistical methods to fit and analyze the model, measure the satisfaction score and draw a quadrilateral graph, based on the results of empirical research. Some suggestions were put forward to improve the customer satisfaction of the enterprises in the transdermal drug industry agglomeration area of Xinxian County. Finally, this paper concludes that product perception is positively correlated with customer satisfaction, while technical support, service perception and perceived value are positively correlated, customer expectation is negatively correlated with customer satisfaction, and customer expectation is negatively correlated with customer satisfaction. LR's overall customer satisfaction score is 78.94, total loyalty score is 76.71, and some suggestions for improvement are put forward. Through the research of this paper, it is hoped that it can help enterprises in the transdermal drug industry agglomeration area of Xinxian county to improve customer satisfaction, enhance the competitiveness of the cluster area and develop more healthily and rapidly.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
本文编号：2337079
[Abstract]:Xinxian Industrial agglomeration area is the largest production base of transdermal drug delivery in China. In recent years, the transdermal drug delivery industry in the agglomeration area has shown a rapid development trend. The leaders of the agglomeration area take the customer as the focus of attention, attach importance to the quality management, set up the quality view with customer satisfaction as the standard, in order to fully understand the evaluation information of the customer's products, and implement the improvement on this basis, C Center is commissioned to carry out a third-party survey of customer satisfaction. I was fortunate to participate in this investigation project during my master's internship in Center C, and obtained the customer satisfaction survey data of Antelope Corporation (hereinafter referred to as LR Company), a demonstration enterprise in the transdermal drug industry agglomeration area of Xinxian County. After the approval of the C Center leadership, this data is used to complete the writing of this article. With China's entry into WTO and the reform of pharmaceutical circulation system, the competition in Chinese pharmaceutical market is becoming more and more intense. Although the terminal customers of pharmaceutical enterprises are patients, the marketing objects of manufacturing enterprises are mainly distributors, so the direct customers of pharmaceutical enterprises are dealers, and it is the goal of pharmaceutical enterprises to let more dealers represent their own products. Customer satisfaction can represent the core competitiveness of an enterprise, more and more enterprises begin to attach great importance to it. The research on customer satisfaction of percutaneous drug delivery products in China is still insufficient, and the model and index system are still immature. This paper analyzes the significance of customer satisfaction to the transdermal drug delivery enterprises, analyzes the classical customer satisfaction model from the perspective of dealers, puts forward the relevant assumptions and designs the customer satisfaction index system of LR Company. The initial hypothesis model of customer satisfaction of LR Company is constructed. According to the indicators in the model, the questionnaire is designed and the final model of product satisfaction of LR Company is put forward. In this paper, we use exploratory factor analysis, confirmatory factor analysis, structural equation model and other statistical methods to fit and analyze the model, measure the satisfaction score and draw a quadrilateral graph, based on the results of empirical research. Some suggestions were put forward to improve the customer satisfaction of the enterprises in the transdermal drug industry agglomeration area of Xinxian County. Finally, this paper concludes that product perception is positively correlated with customer satisfaction, while technical support, service perception and perceived value are positively correlated, customer expectation is negatively correlated with customer satisfaction, and customer expectation is negatively correlated with customer satisfaction. LR's overall customer satisfaction score is 78.94, total loyalty score is 76.71, and some suggestions for improvement are put forward. Through the research of this paper, it is hoped that it can help enterprises in the transdermal drug industry agglomeration area of Xinxian county to improve customer satisfaction, enhance the competitiveness of the cluster area and develop more healthily and rapidly.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72
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