Study on the impact of pharmaceutical enterprises relationship marketing on customer loyalty

Abstract

The objective of this paper is to study the impact of pharmaceutical companies' relationship marketing on customer loyalty, providing references for them to select marketing strategies. The studying methods are to investigate 549 customers of pharmaceutical enterprises by self-made questionnaires and conduct statistic analysis on the collected data. The results indicate that (1) the questionnaire has both good reliability and structure validity; (2) relationship commitment has significant positive correlation with both attitudinal loyalty and behavioral loyalty, playing a significantly positive effect on their formations; (3) trust has significantly positive correlation with both attitudinal loyalty and behavioral loyalty, playing a significantly positive effect on their formations. Finally, it is concluded that the relationship marketing of pharmaceutical enterprises can improve the customer loyalty and should be paid attention to. © 2013 Springer-Verlag.