Relationship marketing and customer loyalty: Evidence from Tanzanian Pharmaceutical Supply Chain
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Date
2018
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
The 1st African Conference on Supply Chain & Operations Management (ACSCOM), 25-26th October 2018
Abstract
This study examined the impact of relationship marketing antecedents on customer loyalty by drawing evidence from pharmaceutical companies in Dar es Salaam, Tanzania. Pharmaceutical businesses operates in an intensely price based competitive environment in such a way that transaction only strategies need to be complimented with relationship base strategies. Using a structure questionnaire conveniently distributed among pharmaceuticals wholesalers and retailers in Dar es salaam, 100 dully filled were used for analysis. The data were analysed using multiple regression. Findings from the study indicate that, all four antecedents of RM have significant impact on customer loyalty. Commitment ranged the highest antecedent. This was followed by conflict handling, trust and the last one was communication. In sum, the significant impact of these antecedents on customer loyalty stood at R2=0.323 with F value of 10.145, P value was 0.000 and variation of response was 32.3%. Drawing from the findings and reviewed literature, the present study suggests that in order to improve RM in pharmaceutical companies in Dar es Salaam, the following facets need to be taken into account. First, customers ought to know the current and future path with which service renderers may undertake. Second, service providers ought to make their communication medium up-to-date through transacting with their potential consumers. Third, suppliers have to carry out routine satisfaction inventory so as to receive customers’ responses to address their emotions and assess their potential successes. In this regard, service providers need to understand that RM needs to be carried out holistically by emphasizing all of its antecedents with equivalency to each other. Fourth, the companies ought to put their emphasis on the facets of trust that clients consume in order to rationally decide on the trustworthiness of the services remitted.
Description
Keywords
Pharmaceutical, Relationship marketing, supply chain, marketing
Citation
Ndambala, E. J., Jani, D., & Dominic, T. (2018). Relationship marketing and customer loyalty: Evidence from Tanzanian Pharmaceutical Supply Chain. In The 1st African Conference on Supply Chain & Operations Management (ACSCOM), 25-26th October 2018 (p. 17). Dar es Salaam: University of Dar es Salaam (UDSM). Retrieved from https://www.udsm.ac.tz/web/index.php/schools/udbs/events/book-of-abstracts-acscom-conference-25-26th-october-2019