本研究透過探討藥商和消費者之間的關係品質對於顧客忠誠度的影響，期許增加藥商對於和消費者建立關係的重視，並加入用藥方便性的干擾，提供實務界更豐富的研究理論作為研發決策的基礎。本研究以購買過非處方藥品的消費者為研究對象，探討關係品質中的承諾、誠信、滿意度對於顧客行為忠誠及態度忠誠的影響，並加入用藥方便性此干擾變數，研究其是否對於上述關係有顯著影響。研究結果顯示，在分析684份有效問卷後，明確驗證消費者對於關係品質，與顧客忠誠度之間，具有顯著影響效果，並在加入用藥方便性討論的情況下有不同的結論。
The main purpose of this study is to discuss the influence of the relation quality to the customer loyalty in Taiwan pharmaceuticals industry. For emphasize the important of the relationship between company and customer with the influence of the medication convenience. This research hopes to help company making better R&D strategy by enlighten the theoretical basic. And take the consumers whom purchasing the OTC (over-the-counter) drug to be the object of study. This research explains the royalty of customer behavior by discussing the commitment, trust, satisfaction in relationship quality and to see whether the medication convenience will also cause positive affection. After analyzed 684 questionnaires validly, the finding shows that there is remarkable influence to the consumer regarding the relationship quality, among the customer loyalties, and in the case of adding convenience has different conclusions.
