제약기업 명성이 의약품 브랜드 자산과 고객 충성도에 미치는 영향
The Role of Pharmaceutical Corporate Reputation on Brand Equity and Customer Loyalty
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본 연구는 급격히 마케팅 시장 환경으로 변하고 있는 국내 제약 산업 환경에서 기업들이 차별화된 경쟁력을 갖추기 위하여 그동안 소홀하게 관리했던 기업명성의 중요성을 RBC라는 모델 구축을 통해 제시하고자 한다. 이를 위하여 제약 기업명성, 브랜드 자산, 고객 충성도의 관계를 이론적으로 검증하고 기업명성 구성요소별로 브랜드 자산과 고객 충성도에 대한 영향을 소비자 유형(약사/소비자)별로 나누어 분석하였다. 연구결과, 제약기업 명성요인은 기업이미지> 전문성 > 사회적 책임 순으로 브랜드 자산에 긍정적인 영향을 미치고 있으나 고객 충성도에는 전문성만이 긍정적인 영향을 주고 있다. 제안된 연구 모형에 대한 소비 주체별 분석에서는 약사 그룹의 경우 전문성>진실성>기업이미지>사회적 책임 순으로, 소비자 그룹의 경우 전문성>기업이미지>사회적 책임>진실성 순으로 브랜드자산에 긍정적인 영향을 미치는 것으로 나타났다. 제약기업 명성요인과 고객 충성도와의 관계에 있어서는 약사의 경우에만 전문성이 고객 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 제약기업처럼 B2B(약사고객), B2C(일반고객)이라는 이중 소비자를 가진 산업에서는 기업명성 요인별 영향력이 소비 주체별로 다를 수 있기 때문에 고객유형에 맞춘 차별적 마케팅이 필요함을 시사해 주고 있다.
Abstract
This paper aims to propose the role of company reputation on customer loyalty and suggest Reputation-Brand -Customer Loyalty (RBC) Model for domestic pharmaceutical companies to stay competitive under rapidly changing pharmaceutical business environments. RBC relationship has been theoretically investigated. In addition, the influence on brand equity and customer loyalty by reputation factor has been reviewed and the difference has been verified through analysis according to consumption entities (pharmacists/consumer). We found that company image has turned out the highest, followed by product & service quality and social responsibility in terms of importance factor. However, expertise only had a positive impact in the case of customer loyalty. According to the RBC model by consumption entity, expertise was the highest, followed by ethical management, company image and social responsibility in pharmacist model while expertise was the highest, followed by company image, social responsibility and ethical management in consumer model in terms of the positive effect on brand equity. Furthermore, management of reputation factors of pharmaceutical companies directly / indirectly has a significant impact on the brand and customer loyalty management. It implies that corporate reputation factors should be separately evaluated by consumption entity in businesses that have consumers such as B2B (business-to-business) and B2C (business-to-customer) just like pharmaceutical companies.
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