THE FACTORS AFFECTING PHYSICIANS' BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY

Yağmur Karataş Erdem; Bılge Baykal

Makale detayları

THE FACTORS AFFECTING PHYSICIANS' BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY

Yazarlar:

Yağmur Karataş Erdem | Bılge Baykal

Yayıncı:

Hacettepe University

Ana Başlıklar:

Sağlık Kurumları Yönetimi

Dergi:

Hacettepe Sağlık İdaresi Dergisi Vol.26 Issue 3, pp.797-836

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299504

pISSN:

2148-9041

Anahtar kelimeler:

Özet:

 The aim of this research is determined as investigating the factors affecting brand loyalty of physicians who are accepted as the most important customer segment among three type of customer profiles in Turkish pharmaceutical industry. Because of increasing competition in recent years, being the most important factor in determining the position of companies in the market, brand loyalty concept is gaining more and more importance in pharmaceutical industry and the marketing strategies of pharmaceutical companies are positioned on affecting the prescription preferences of physicians who are accepted as the primary customers. By this respect, first a compherensive literature review was conducted on brand trust, perceived quality and customer satisfaction dimensions which were determined to affect brand loyalty at most as the result of in depth interviews and dynamics of pharmaceutical industry. Afterwards, a conceptual research model was developed, proposed hypotheses of the model were tested on survey data collected from physicians who is the most important customer group in Turkish pharmaceutical industry. The factor and regression analyses results revealed that brand loyalty was affected by perceived quality at highest level, followed by brand trust and customer satisfaction consecutively. According to the results of Anova and t test analyses, brand trust, customer satisfaction, perceived quality and brand loyalty dimensions didnt show any differences between local and foreign pharmaceutical companies brand groups, while the institutional groups of physicians showed differences. The conclusion of research is expected to give important contributions to brand management literature and pharmaceutical companies competition strategies and marketing activities.

 The aim of this research is determined as investigating the factors affecting brand loyalty of physicians who are accepted as the most important customer segment among three type of customer profiles in Turkish pharmaceutical industry. Because of increasing competition in recent years, being the most important factor in determining the position of companies in the market, brand loyalty concept is gaining more and more importance in pharmaceutical industry and the marketing strategies of pharmaceutical companies are positioned on affecting the prescription preferences of physicians who are accepted as the primary customers. By this respect, first a compherensive literature review was conducted on brand trust, perceived quality and customer satisfaction dimensions which were determined to affect brand loyalty at most as the result of in depth interviews and dynamics of pharmaceutical industry. Afterwards, a conceptual research model was developed, proposed hypotheses of the model were tested on survey data collected from physicians who is the most important customer group in Turkish pharmaceutical industry. The factor and regression analyses results revealed that brand loyalty was affected by perceived quality at highest level, followed by brand trust and customer satisfaction consecutively. According to the results of Anova and t test analyses, brand trust, customer satisfaction, perceived quality and brand loyalty dimensions didnt show any differences between local and foreign pharmaceutical companies brand groups, while the institutional groups of physicians showed differences. The conclusion of research is expected to give important contributions to brand management literature and pharmaceutical companies competition strategies and marketing activities.

 The aim of this research is determined as investigating the factors affecting brand loyalty of physicians who are accepted as the most important customer segment among three type of customer profiles in Turkish pharmaceutical industry. Because of increasing competition in recent years, being the most important factor in determining the position of companies in the market, brand loyalty concept is gaining more and more importance in pharmaceutical industry and the marketing strategies of pharmaceutical companies are positioned on affecting the prescription preferences of physicians who are accepted as the primary customers. By this respect, first a compherensive literature review was conducted on brand trust, perceived quality and customer satisfaction dimensions which were determined to affect brand loyalty at most as the result of in depth interviews and dynamics of pharmaceutical industry. Afterwards, a conceptual research model was developed, proposed hypotheses of the model were tested on survey data collected from physicians who is the most important customer group in Turkish pharmaceutical industry. The factor and regression analyses results revealed that brand loyalty was affected by perceived quality at highest level, followed by brand trust and customer satisfaction consecutively. According to the results of Anova and t test analyses, brand trust, customer satisfaction, perceived quality and brand loyalty dimensions didnt show any differences between local and foreign pharmaceutical companies brand groups, while the institutional groups of physicians showed differences. The conclusion of research is expected to give important contributions to brand management literature and pharmaceutical companies competition strategies and marketing activities.

 Bu çalışmanın amacı Türk ilaç sektöründe yer alan üç çeşit müşteri profili içinde en önemli müşteri segmenti olarak kabul gören hekimlerin marka sadakatini etkileyen faktörlerin saptanması olarak belirlenmiştir. Firmaların pazardaki konumunu belirlemede en önemli etken olan rekabetin son yıllarda hızla artması sebebiyle marka sadakati kavramı ilaç sektöründe gittikçe önem kazanmakta ve ilaç firmalarının pazarlama stratejileri birincil müşteri kabul edilen hekimlerin reçetelendirme tercihlerini etkilemeye yönelik olarak konumlandırılmaktadır. Bu doğrultuda öncelikle derinlemesine mülakatlar neticesinde marka sadakatini en çok etkilediği belirlenen boyutlar olan marka güveni, algılanan kalite ve müşteri memnuniyeti ile ilaç sektörünün dinamikleri üzerine kapsamlı literatür taraması yapılmıştır. Sonrasında kavramsal bir araştırma modeli oluşturularak, önerilen modelin hipotezleri Türk ilaç sektörünün en önemli müşteri grubu olan hekimlerden anket yöntemiyle toplanan verilerle test edilmiştir. Yapılan faktör ve regresyon analizlerinin sonucunda, marka sadakatini en fazla etkileyen boyutun algılanan kalite olduğu, sonraki boyutların sırasıyla marka güveni ve müşteri memnuniyeti olduğu ortaya çıkmıştır. Anova ve t test analizleri sonucunda ise yerli ve global ilaç firmalarının marka grupları arasında hekimlerin marka güveni, müşteri memnuniyeti, algılanan kalite ve marka sadakati boyutlarının farklılık göstermediği, hekimlerin görev yaptıkları hastane türü gruplamaları arasında ise kuruma göre farklılık bulunduğu görülmektedir. Çalışmanın sonuçlarının marka yönetimi literatürüne ve ilaç sektöründeki firmaların rekabet stratejileri ile pazarlama faaliyetlerine önemli katkılar sağlaması beklenmektedir.

Makale detayları

THE FACTORS AFFECTING PHYSICIANS' BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY

Yazarlar:

Yağmur Karataş Erdem | Bılge Baykal

Yayıncı:

Hacettepe University

Ana Başlıklar:

Sağlık Kurumları Yönetimi

Dergi:

Hacettepe Sağlık İdaresi Dergisi Vol.26 Issue 3, pp.797-836

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299504

pISSN:

2148-9041

Brand Loyalty

Brand Trust

Perceived Quality

Customer Satisfaction

Pharmaceutical IndustryMarka Sadakati

Marka Güveni

Algılanan Kalite

Müşteri Memnuniyeti

İlaç Sektörü

Sayı

Makale detayları

Yazarlar: Yağmur Karataş Erdem | Bılge Baykal

Yayıncı: Hacettepe University

Ana Başlıklar: Sağlık Kurumları Yönetimi

Dergi: Hacettepe Sağlık İdaresi Dergisi Vol.26 Issue 3, pp.797-836

Belge Tipi: Makale

Yayın Tarihi: 9/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001299504

pISSN: 2148-9041

Sayı

Yazarlar:

Yağmur Karataş Erdem | Bılge Baykal

Yayıncı:

Hacettepe University

Ana Başlıklar:

Sağlık Kurumları Yönetimi

Dergi:

Hacettepe Sağlık İdaresi Dergisi Vol.26 Issue 3, pp.797-836

Belge Tipi:

Makale

Yayın Tarihi:

9/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001299504

pISSN:

2148-9041