Abstract:
Purpose: The major aim of this study is to analyze the effect of relationship marketing factors on customer retention through relationship quality in the pharmaceutical business sector of Brookes pharmaceutical Pvt. Ltd. As the competition in the pharmaceutical industry becoming more intense, building collaborative relationships with patients, physicians, and other stakeholders are the key to sustain demand for pharmacy services on a long-term basis. Thus, the purpose of this study is to identify and understand the importance of key dimension used to assess the success of customer relationship and how it affects the market performance in the pharmaceutical industry. This study adopted the customers' view; the retail pharmacists who are dealing directly with the pharmaceutical companies' suppliers. Accordingly, research marketing implications, recommendations, and advices for upcoming research are also discussed.
Sample: The theoretical framework of this study has been tested using data gathered from the questionnaires directed to a total sample of 500 retail pharmacies located in Karachi.
Finding: The finding of my study shows that customer retention has positive effect on relationship marketing. Pie charts are made for other aspects for the purpose of determining satisfaction level of customers. These aspects are also helpful to retain customers.
Practical implication: This research will help the readers to detennine that how relationship marketing effects on the market performance of the pharmaceutical firm.
