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The Effect of Relationship Marketing on Customer Loyalty in the Jordanian Pharmaceutical Industry

المصدر: المجلة العربية للإدارة
الناشر: المنظمة العربية للتنمية الإدارية
المؤلف الرئيسي: Al Dmour, Hani Hamed (Author)
مؤلفين آخرين: Sweidan, Ghada (Co-Author)
المجلد/العدد: مج36, ع1
محكمة: نعم
الدولة: مصر
التاريخ الميلادي: 2016
الشهر: يونيو
الصفحات: 513 - 536
DOI: 10.21608/AJA.2016.17600
ISSN: 1110-5453
رقم MD: 789660
نوع المحتوى: بحوث ومقالات
اللغة: الإنجليزية
قواعد المعلومات: EcoLink
مواضيع:
الأردن | صناعية الأدوية | التسويق | شركات الأدوية
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المستخلص: The purpose of this research was to study the effect of relationship marketing dimensions on the customer loyalty in the Jordanian Pharmaceutical Industry and to determine which the most important dimensions has the strongest effect on attitude and behavior loyalty. The conceptual model was tested using data collected by means of self- administrated questionnaire distributed to a 286 pharmacies in Amman Governorate. The results of this research had showed that the relationship marketing dimensions which consist of communication, trust, satisfaction, commitment, social bond and financial bonds affect on attitude and behavior customer loyalty. The research had also found that the communication, satisfaction and financial bonds are the most important dimensions that have the strongest effect on attitude and behavior loyalty and where the social bonds had found been the weakest dimension. The findings of this research can be used as guide line for marketing department in Jordanian pharmaceutical industry to help them to be more successfully in planning their relationship marketing strategy and programs.
ISSN: 1110-5453

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