Use of pharmaceutical manufacturers' value-added services to build customer loyalty

被引：12
|
作者：
Szeinbach, SL
Barnes, JH
Garner, DD
机构：
[1] Dept. of Pharmacy Administration, School of Pharmacy, University of Mississippi, University
来源：
JOURNAL OF BUSINESS RESEARCH | 1997年 / 40卷 / 03期
关键词：
D O I：
10.1016/S0148-2963(96)00239-1
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Maximum difference conjoint analysis is used to determine which value-added services offered by pharmaceutical manufacturers are liked the best (worst) as perceived by hospital pharmacy directors. When pharmacy directors are presented with opportunities to switch biotechnological products, it is possible to assess the relative value of value-added services in maintaining customer loyalty. A manufacturer's resources, such as educational programs, product services, and other specialized shills, are valued by hospital pharmacy directors as revealed by their reluctance to switch to a competitor's product. Differential effects of hospital size and managerial implications are also discussed. (C) 1997 Elsevier Science Inc.
引用
收藏
页码：229 / 236
页数：8
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