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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제23권 제2호
발행연도
2020.4
수록면
107 - 130 (24page)

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초록· 키워드

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Purpose: Despite the continual growth of the domestic pharmaceuticals market, little research has been conducted on the customer value provided by the domestic pharmaceutical industry. The purpose of the current study is to define and conceptualize the construct of customer value that pharmaceutical companies have to provide to customers; and to develop a scale to measure customer value based on the review of extant literature and field interviews. Research design, data, and methodology: In order to achieve the research purpose, the current study employed a method simultaneously pursuing qualitative and quantitative methods. As a qualitative research, comprehensive literature review was conducted to understand the clear concept of value in the pharmaceutical industry and its components in detail, and to confirm the possibility of integrated conceptualization. The next step was to reflect various on-site opinions on customer value of medicines through depth interviews with doctors, pharmacists and the general public. After having understandings on the construct of customer value and its components, the scales to measure the construct of customer value were developed by following the procedure proposed by Churchill (1979). Results: With a conceptualization of focal construct (i.e., customer value), the current study identified the components of the construct (i.e., instrinsic and instrumental value) and six sub-dimensions for each component. After verifying the validity of the construct and the contents of each dimension, items measuring those domains were developed and its psychometric properties (i.e., reliability and validity) were rigorously tested. In so doing, 51 reliable and valid items measuring the customer value were finally identified. Conclusions: The conceptualization and identification of the construct of customer value and the development of the scale will become a guiding principle for future studies and it would be expected to provide a critical and practical implication for the pharmaceutical industry which is now experiencing a severe competition. This study not only contributes to the positive creation of the pharmaceutical industry by presenting the direction of customer value management, but also provides a foundation to grow into a long-term survival strategy through paradigm change by understanding the intrinsic attribute of the pharmaceutical industry.

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참고문헌 (105)

참고문헌 신청
Ackoff, R. L. / 1981 / A Prologue to National Development Philadelphia :41 google schola Anderson, J. / 1988 / Structural equation modeling in practice: A review and recommended two step approach / Psychological Bulletin 103(3):411~423 google schola Anderson, J. C. / 1992 / Customer value assessment in business markets: A state-of-practice study / Journal of Business-to-Business Marketing 1(1):3~29 google schola Anderson, J. C. / 1984 / A model of the distributor's perspective of distributor-manufacturer working relationships / Journal of marketing 48(4):62~74 google schola Anderson, J. C. / 2006 / Customer value propositions in business markets / Harvard business review 84(3):90 google schola

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