| Collection Title: | SIU IS | | Title : | The significance of relationship marketing among pharmaceutical industry in Mandalay | | Material Type: | printed text | | Authors: | Khaing Zin Win, Author ; Walsh, John Christopher, Associated Name | | Publisher: | Bangkok: Shinawatra University | | Publication Date: | 2014 | | Pagination: | iii, 43 p. | | Size: | 30 cm. | | Price: | 500.00 | | General note: | SIU IS: SOM-MBA-2014-M06
IS (MS. (MBA))--Shinawatra University, 2014 | | Languages : | English (eng) | | Descriptors: | [LCSH]Customer satisfaction
[LCSH]Pharmaceutical industry -- Mandalay
[LCSH]Relationship marketing
| | Keywords: | relationship marketing,
pharmaceutical industry,
purchase decisions,
outcomes,
customer retention | | Abstract: | The concept of relationship marketing is becoming increasingly popular in marketing discipline nowadays as almost all companies recognize the importance of building relationship with customers. Pharmaceutical industry has also changed from being research and development (R & D) oriented to marketing based. Hence, the role of relationship marketing is becoming significant in pharmaceutical firms as they are performing marketing activities. The purpose of this study is to find out the methods that pharmaceutical firms in Mandalay use to build relationships with physicians, what factors are important for physicians to make purchase decisions, the outcomes of conducting relationship marketing activities and their influence on customer retention. The paper uses face-to-face interviews and questionnaire survey to find out the objectives of the study. The findings support the effects of relationship marketing activities to outcomes (customer trust, customer commitment, and customer gratitude and customer satisfaction) and reveal that the outcomes can lead to customer retention. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26586 |
SIU IS. The significance of relationship marketing among pharmaceutical industry in Mandalay [printed text] / Khaing Zin Win, Author ; Walsh, John Christopher, Associated Name . - [S.l.] : Bangkok: Shinawatra University, 2014 . - iii, 43 p. ; 30 cm. 500.00 SIU IS: SOM-MBA-2014-M06
IS (MS. (MBA))--Shinawatra University, 2014 Languages : English ( eng) | Descriptors: | [LCSH]Customer satisfaction
[LCSH]Pharmaceutical industry -- Mandalay
[LCSH]Relationship marketing
| | Keywords: | relationship marketing,
pharmaceutical industry,
purchase decisions,
outcomes,
customer retention | | Abstract: | The concept of relationship marketing is becoming increasingly popular in marketing discipline nowadays as almost all companies recognize the importance of building relationship with customers. Pharmaceutical industry has also changed from being research and development (R & D) oriented to marketing based. Hence, the role of relationship marketing is becoming significant in pharmaceutical firms as they are performing marketing activities. The purpose of this study is to find out the methods that pharmaceutical firms in Mandalay use to build relationships with physicians, what factors are important for physicians to make purchase decisions, the outcomes of conducting relationship marketing activities and their influence on customer retention. The paper uses face-to-face interviews and questionnaire survey to find out the objectives of the study. The findings support the effects of relationship marketing activities to outcomes (customer trust, customer commitment, and customer gratitude and customer satisfaction) and reveal that the outcomes can lead to customer retention. | | Curricular : | BBA/MBA | | Record link: | http://libsearch.siu.ac.th/siu/opac_css/index.php?lvl=notice_display&id=26586 |
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