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

摘要

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.