The Effect of Customer Experience on the Share of Wallet Across Pharmaceutical Wholesalers in Addis Ababa, Ethiopia.
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Date
2023-06-06
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Addis Ababa University
Abstract
The focus of businesses worldwide is to increase customer satisfaction and hence customer loyalty. But
this traditional approach neglects the important role of Share of wallet. This study aims to identify factors
that affect the share of wallets among pharmaceutical wholesalers in Addis Ababa, Ethiopia. There is a
lack of study on the effect of customer experience on share of wallet in Ethiopia as well as globally which
in turn result in a knowledge gap. Therefore, this study fills the gap in the literature. A quantitative
approach using a convenience sampling technique, and a crossectional study was conducted for this
research. SPSS V20 was performed to analyze the data. Descriptive and binary logistic regression
statistical tools were used to examine the relationship between Customer experience attributes and Share
of Wallet. The self-administrated questionnaire was used to assess the customer experience of the
pharmacies across Addis Ababa (Value, Customer Service, Delivery, and Demand Forecasting) while one
item was used to measure the share of wallet (SOW); the outcome variable. The study result reveals that
Delivery and Demand Forecasting was a positive significant predictor of share wallet across
pharmaceutical wholesalers across Addis Ababa. On the contrary, the hypotheses testing revealed that
Value and Customer service were nonsignificant predictors of share of wallet across pharmaceutical
wholesalers across Addis Ababa. Lastly, practical recommendations were raised.