| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 97 === Title of Thesis：The Effect of Business Behavior and Brand trust on Morality and
Ethics in Pharmaceutical Industry
Name of Institute：Department of Business Administration,
National Chung Cheng University
Advisor：Dr. Shih-Chieh Chuang Student：Hsuan-Tso Chen
The contents of abstract in this thesis：
Physician’s responsibility is to solve the health problems from patients. A Professional Sales Representative behaviors, communication skills, and commitment will be effect them. In a fact, a physician’s routine work is pretty hard. They can’t get the latest information in time. A Professional Sales Representative’s responsibility is having in charge of update and support Physician the latest disease, medical, and knowledge. A Professional Sales Representative’s responsibility is having in charge of update and support Physician the latest disease, medical, and knowledge. Besides, when Sales Representative executing sales behaviors, they should not only well prepared the professional knowledge, Sales relationship, and well attitude, but also have to keep morality actions.Usually depends on the companies that need to keep the corporate code of ethics for the promotion and education, Finally , they can achieve the physician trust for pharmaceutical brands.
I conducted a survey of 400 physicians in Yunlin County, Chiayi County and Chiayi City , between February,2009 and June,2009. The overall for raw response rate was 87%. I receive 347 questionnaires, includes 328 effictive questionnaires. The research distributes the questionaries, recycles and collects the information in the way of random sampling and is followed by the credibility and narration statistics along with regression analysis by using the SPSS12 statistics software to carry on the confirmation of the research hypothesis. What the findings discover is as follows:
1. According to regression analysis,The results showed that Business behavior of pharmaceutical industries conduct brand turst does have a significant positive correlation, That is to say, the better business behavior of pharmaceutical industries conduct better brand trust.
2.The morality and ethical will interference business behavior of pharmaceutical industries and brand trust, when the moral and ethical better, the better business behavior of pharmaceutical industries conduct better brand trust.
When understanding these relationships, this result will help Perfessional Sales Representative need to hold the high ethical standards and comply with the corporate code of ethics interact with physicians and we can build the long-term relationship of brand trust.
Key words：Business behavior , Morality and Ethics , Brand trust
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