Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2019-03-01 DOI:10.1080/15332667.2018.1534062

Hamzeh Q. Almomani

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引用次数: 17

Abstract

Abstract This article aims to investigate the impactful effect of relationship quality dimensions (i.e., trust, satisfaction, and commitment) on aspects of loyalty represented by attitudinal loyalty and behavioral loyalty. A quantitative survey method was employed to achieve the objectives of the study. Furthermore, a convenience sampling technique was adopted to select a representative sample from physicians working in the public healthcare sector in Jordan. A total of 500 questionnaires were distributed, and 408 questionnaires were used in the statistical analyses. The data were analyzed by applying structural equation modeling to test the study model, and hypotheses were constructed and tested quantitatively and discussed qualitatively. The results revealed that both aspects of customer loyalty (i.e., behavioral and attitudinal) were affected positively by the overall dimensions of relationship quality (i.e., trust, satisfaction, and commitment), providing a recommendation for pharmaceutical companies in Jordan to focus on improving the relationship quality between their medical representatives and physicians due to the importance of such a factor in improving customer loyalty, which will reflect positively in managing their customers effectively and enhancing future business opportunities.

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关系质量作为医药行业B2B客户忠诚度的预测因子:来自Jordan的证据

摘要本文旨在研究关系质量维度（即信任、满意度和承诺）对以态度忠诚和行为忠诚为代表的忠诚方面的影响。为了达到研究目的，采用了定量调查的方法。此外，还采用了方便抽样技术，从约旦公共医疗部门的医生中选择了一个具有代表性的样本。共发放了500份问卷，408份问卷用于统计分析。应用结构方程模型对数据进行分析，对研究模型进行检验，并对假设进行定量构建和检验，定性讨论。结果表明，客户忠诚度的两个方面（即行为和态度）都受到关系质量的整体维度（即信任、满意度和承诺）的积极影响，建议约旦的制药公司专注于改善其医疗代表和医生之间的关系质量，因为这一因素在提高客户忠诚度方面很重要，这将积极反映在有效管理客户和增加未来的商业机会方面。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.