Browsing by Author "Yimam, Muluken"

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    The Effect Of Relationship Marketing Factors On Customer Loyalty: A Study On Pharmaceutical Retailers And Their Suppliers At Addis Ababa City
    (Addis Ababa University, 2018-05-12) Yimam, Muluken; Kebede, Hailemariam(PhD)
    Competition in the pharmaceutical market is intense since most innovative products are duplicated by generic pharmaceutical product manufacturers. In other hand continuous supply of these vital products to consumers is more than doing a business for profit. Relationship marketing approaches are important in doing business and satisfying customers in the pharmaceutical sector. The objective of the study is to examine the effect of relationship marketing factors of quality service, communication, trust, commitment and financial factors effect on customer loyalty in the pharmaceutical business to business(between retailers and their suppliers) sector. A conceptual framework was used to see the relationship between relationship marketing variables and customer loyalty. A quantitative approach is chosen in this research. In order to collect primary data, a structured questionnaire was adopted and was given to the retail pharmacists taken as a sample. The SPSS version 20.00 for windows was used to process the primary data which was collected through questionnaire. The findings show that quality service factors, communication and financial factors have a positive and significant effect on customer loyalty. Whereas the hypothesis that trust and commitment factors have a significant effect on customer loyalty is not supported by the result of this study