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

Article

Last updated: 03 Jan 2025

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Abstract

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.

DOI

10.21608/aja.2016.17600

Authors

First Name

Hani

Last Name

AL Dmour

MiddleName

-

Affiliation

Marketing, The School of Business, The Univeristy of Jordan, The Hashemit Kingdom of Jordan

Email

-

City

The Hashemit Kingdom of Jordan

Orcid

-

First Name

Ghada

Last Name

Sweidan

MiddleName

-

Affiliation

Marketing Dept, The School of Business, The Univeristy of Jordan, The Hashemit Kingdom of Jordan

Email

-

City

The Hashemit Kingdom of Jordan

Orcid

-

Volume

36

Article Issue

1

Related Issue

3694

Issue Date

2016-06-01

Receive Date

2018-10-25

Publish Date

2016-06-30

Page Start

513

Page End

536

Print ISSN

1110-5453

Online ISSN

2663-4473

Article File

AJA_Volume 36_Issue 1_Pages 513-536.pdf

PDF . 674.4kB

Link

https://aja.journals.ekb.eg/article_17600.html

Detail API

https://aja.journals.ekb.eg/service?article_code=17600

Order

23

Type

بحوث باللغة الإنجلیزیة

Type Code

707

Publication Type

Journal

Publication Title

المجلة العربية للإدارة

Publication Link

https://aja.journals.ekb.eg/

MainTitle

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

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Type

Article

Created At

22 Jan 2023