增進與顧客的關係連結強度，可以建立與顧客的長期關係，使顧客產生對產品與服務的偏好。文獻探討得知，維持既有顧客關係比開發新客戶除更可降低開發費用外，獲取的利潤也較高。本研究運用聯合分析法探討藥品分類及三種關係連結的方式，即財務性連結(以同等品健保價差衡量)、社會性連結(以業代拜訪頻率衡量)、結構性連結(以物流服務衡量)與診所開業醫師的藥品採購偏好。研究結果發現，藥品分類及藥商之三種關係連結，與診所開業醫師之藥品採購偏好皆呈顯著正相關。其次，研究結果顯示，以財務性連結對診所藥品採購偏好影響最大，其次依序為藥品分類、結構性連結、然後為社會性連結。最後，根據總體受測者之整體效用值，本研究發現，最適當的藥品分類與關係連結的方案為，進口輸入學名藥品、健保價差為200%、及業務拜訪頻率為每月一次、由一般貨運服務的選擇組合方案。
Enhancing the strength of relationship bonds with clients could establish long-term relationships with clients, making them have purchase preference for products and service. Literature review has demonstrated that keeping the relationships of the existing clients could reduce the expenses of development as well as make higher profits compared to developing new clients. This study analyzed the relationship between the classification of medicine and purchase preference of general practitioner (GP) and the relationship between three kinds of relationship bonds and purchase preference of GP by performing conjoint analysis. The conclusions are as follows. The classification of medicine and the three kinds of relationship bonds of medicine dealers, i.e., financial bonds, social bonds, and structural bonds are all positively related to purchase preference of GP significantly. Secondly for both relative importance of the attributes and ranking evaluated by the respondents, the most influential variables is financial bonds, and the next factors are the classification of medicine, structural bonds, and social bonds, respectively. Finally, in terms of overall utilities , the respondents prefer the selective combinations of imported generic drugs and 200% difference of NHI drug price as well as sales representative’s visit once a month and common shipping service.
