The Effect of Relationship Marketing on Customer Retention in the Jordanian’s Pharmaceutical Sector

Abdallah Q. Bataineh · Ghaith Mustafa Al-Abdallah · Hanadi A. Salhab · Amer M. Shoter

37 citations0/0 files storedInternational Journal of Business and Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Quality and Supply Management

Abstract

The main objective of this study is to examine the effect of relationship marketing factors on customer retention through relationship quality in the Jordanian’s pharmaceutical business sector. This study adopted the customers' views, the retail pharmacists who are dealing directly with the pharmaceutical companies' suppliers. The conceptual framework of this study was tested using data gathered from the questionnaires directed to a total sample of 500 retail pharmacies located in Amman and Zarqa. The statistical results indicated that communication significantly and negatively affects relationship quality. While seller expertise, which is the most influential factor within relationship marketing factors that affects relationship quality, has a positive and significant effect on relationship quality. The results of the comparison level of alternatives showed that it has a positive and significant effect on trust, no effect on satisfaction and positive but insignificant effect on commitment, while the dependence on seller indicated a positive but insignificant effect on commitment and satisfaction, while it has a positive and significant effect on trust. Regarding the results of cooperation, it affects trust and commitment significantly and negatively while it has a negative insignificant effect on satisfaction. The results of the effect of relationship quality on customer retention, showed a positive and significant effect of satisfaction and commitment on customer retention, while trust has insignificant effect on customer retention. Accordingly, research marketing implications, recommendations, and directions for future research are also discussed.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 37 citations exist upstream.

References

1994The Commitment-Trust Theory of Relationship Marketing 1994Determinants of Long-Term Orientation in Buyer-Seller Relationships 1990A Model of Distributor Firm and Manufacturer Firm Working Partnerships 1990Zero defections: quality comes to services.1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1994From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing 1998Relational Benefits in Services Industries: The Customer's Perspective

Cited by

2016The Relationship of Customer Perceived Risk and Customer Satisfaction 2019Relationship Quality as Predictor of B2B Customer Loyalty in the Pharmaceutical Sector: Evidence from Jordan 2022Does the relationship marketing orientation of an entrepreneur support agency improve performance? Evidence from small- and medium-size enterprises in Malaysia

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.