จริยธรรมของผู้แทนขายที่ส่งผลต่อคุณภาพความสัมพันธ์กับลูกค้าอุปกรณ์เครื่องมือการแพทย์

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หัวข้อวิทยานิพนธ์:
Project Title:
จริยธรรมของผู้แทนขายที่ส่งผลต่อคุณภาพความสัมพันธ์กับลูกค้าอุปกรณ์เครื่องมือการแพทย์
The Affects of Medical Equipment Sales Representatives for Customer Relationship Quality Ethics
ชื่อนักศึกษา:
Author:
นางสาวรัตนา ชัยกัลยา
Ms. Rattana Chaikalaya
อาจารย์ที่ปรึกษา:
Advisor:
ดร.ปริญ ลักษิตามาศ
Dr. Prin Laksitamas
ระดับการศึกษา:
Degree:
บริหารธุรกิจดุษฎีบัณฑิต (บธ.ด.)
Doctor of Business Administration
สาขาวิชา:
Major:
การตลาด
Marketing
คณะ:
Faculty:
บัณฑิตวิทยาลัย
Graduate Schools
ปีการศึกษา:
Academic year:
2559
2016

การอ้างอิง/citation

รัตนา ชัยกัลยา. (2559). จริยธรรมของผู้แทนขายที่ส่งผลต่อคุณภาพความสัมพันธ์กับลูกค้าอุปกรณ์เครื่องมือการแพทย์. (วิทยานิพนธ์ปรัชญาดุษฎีบัณฑิต). กรุงเทพฯ: บัณฑิตวิทยาลัย มหาวิทยาลัยสยาม.


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ทททททททททททททททททททททททททททททททททททททททททททททททททททททททททททท

คำสำคัญ: ทททททททททททททททททท


Abstract

This research’s objectives are 1) to study personal factors of sale representatives and corporate culture comprising gender, age and corporate culture focusing on ethic affecting ethics of the sale representatives 2) to study ethics of the sale representatives in terms of virtue, fairness and honesty affecting quality of relationship with medical device customers 3) to study relationship marketing comprising quality of service, price perception, brand image and product value affecting ethics of the sale representatives and quality of relationship of medical device customers 4) to study causal relationship between personal factors of the sale representatives and corporate culture, ethics of the sale representatives, relationship marketing affecting quality of relationship with medical device customers and 5) to present model for sale representative’s ethics affecting quality of relationship with medical device customers.

This research was quantitative conducted with samples who were 263 heads of medical laboratory/laboratory section or persons assigned by medical laboratory under Ministry of Public Health and supported quantitative findings by interviewing and collecting data from 2 groups of samples as (1) heads of medical laboratory/laboratory section or persons assigned by medical laboratory under Ministry of Public Health in Thailand and (2) sale managers or representatives appointed by medical device entrepreneurs who were members of Thai Medical Device Technology Industry Association with total number of 20. A tool used in the research was questionnaire. Content validity and research’s objective were tested and Cronbach’s Alpha was 0.842. The statistics used were frequency distribution, percentage, arithmetic mean, standard deviation and confirmation faction analysis ( CF A) and structural equation model analysis at confidence level of 95%.

The study found that the sample in terms of customers paying attention to behaviors and ethic qualifications of the sale representatives was at high level ( X = 4.19), relationship marketing (quality of service, price perception, product image, product value) was at highest level ( X = 4.28) and corporate culture affecting ethic qualification was at high level (X=3.74). The study also found that ethic of the sale representatives, relationship marketing, corporate culture affecting behaviors and ethic qualification of the sale representatives had statistically significant causal relationship with quality of relationship at 0.05. Analysis of structural equation model found that structure of ethics of the sale representatives affecting quality of relationship with medical device customers was Quality of Relationship= -.116*Gender+ 1.167 Ethical Behaviors of Sale Representatives*+.397*Price Perception-.916Brand lmage+l.277 Ethic of Sale Representatives X Brand Image*; R2 = .547 or was calculated as 54% which was in line with empirical data. It could forecast ethic of the sale representatives and quality of relationship which is also dramatically . useful for creating ethical marketing pattern for medical device sale representatives or relevant business sectors in Thailand.

 


จริยธรรมของผู้แทนขายที่ส่งผลต่อคุณภาพความสัมพันธ์กับลูกค้าอุปกรณ์เครื่องมือการแพทย์ / The Affects of Medical Equipment Sales Representatives for Customer Relationship Quality Ethics

Doctor of Business Administration in Marketing, Siam University, Bangkok, Thailand

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