Gestión del marketing relacional en empresas farmacéuticas: Un análisis de ecuaciones estructurales
Palabras clave:
Marketing relacional, sector farmacéutico, satisfacción del cliente, confianza del consumidor, ecuaciones estructurales
Resumen
Ante la creciente competencia y otros desafíos que enfrentan las empresas farmacéuticas, este estudio tiene como objetivo evaluar la gestión del marketing relacional en empresas farmacéuticas de la Provincia de Carchi, Ecuador. La metodología del estudio es cuantitativa, correlacional, sustentada en un modelo de ecuaciones estructurales y en una muestra representativa de la Provincia de Carchi, Ecuador. Se validaron instrumentos de medición mediante selección de ítems y análisis factorial, centrando el análisis en las variables de satisfacción, confianza y compromiso para explorar su impacto en las prácticas de marketing relacional. Los hallazgos sugieren la necesidad de estrategias de marketing relacional más adaptadas y la importancia de un enfoque integrado para la gestión de relaciones con los clientes de las empresas farmacéuticas. Los resultados dan cuenta de la existencia de una interconexión compleja entre satisfacción, confianza y compromiso, de lo cual destaca la necesidad de un refinamiento conceptual y metodológico para una distinción clara entre estos constructos, e insta a futuras investigaciones para desarrollar mediciones más precisas y estrategias de marketing efectivas basadas en un profundo entendimiento de estas relaciones interdependientes.
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Ihekoronye, R. M., Osemene, K. P., y Ergun, W. (2020). Relationship marketing practices in community pharmacies in Nigeria. Malaysian Journal of Pharmaceutical Sciences, 18(2), 33-45. https://doi.org/10.21315/mjps2020.18.2.3
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Kaynak, H. (2003). The relationship between total quality management practices and their effects on firm performance. Journal of Operations Management, 21(4), 405-435. https://doi.org/10.1016/S0272-6963(03)00004-4
Kourouthanassis, P. E., Mikalef, P., Pappas, I. O., y Kostagiolas, P. (2017). Explaining travellers online information satisfaction: A complexity theory approach on information needs, barriers, sources and personal characteristics. Information & Management, 54(6), 814-824. https://doi.org/10.1016/j.im.2017.03.004
Lian, S. B., y Yoong, L. C. (2017). The effectiveness of strategic relationship marketing: Exploring relationship quality towards customer loyalty. International Business Research, 10(12), 159-166. https://doi.org/10.5539/ibr.v10n12p159
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Malerba, F., y Orsenigo, L. (2015). The evolution of the pharmaceutical industry. Business History, 57(5), 664-687. https://doi.org/10.1080/00076791.2014.975119
Marques, C. M., Moniz, S., De Sousa, J. P., Barbosa-Povoa, A. P., y Reklaitis, G. (2020). Decision-support challenges in the chemical-pharmaceutical industry: Findings and future research directions. Computers & Chemical Engineering, 134, 106672. https://doi.org/10.1016/j.compchemeng.2019.106672
Miquel-Romero, M. J., Caplliure-Giner, E. M., y Adame-Sánchez, C. (2014). Relationship marketing management: Its importance in private label extension. Journal of Business Research, 67(5), 667-672. https://doi.org/10.1016/j.jbusres.2013.11.025
Miranda, A. M., Santamaría, E. J., y Guerrero, C. A. (2022). Marketing relacional, una estrategia para fidelizar clientes a través de redes sociales: Caso Melisa La Serranita. Revista Eruditus, 3(2), 9-29. https://doi.org/10.35290/re.v3n2.2022.616
Moreira-Choez, J. S., Zambrano-Acosta, J. M., y López-Padrón, A. (2023). Digital teaching competence of higher education professors: Self-perception study in an Ecuadorian university. F1000Research, 12, 1484. https://doi.org/10.12688/f1000research.139064.1
Palmatier, R. W., Scheer, L. K., Evans, K. R., y Arnold, T. J. (2008). Achieving relationship marketing effectiveness in business-to-business exchanges. Journal of the Academy of Marketing Science, 36(2), 174-190. https://doi.org/10.1007/s11747-007-0078-5
Petrescu, M. (2013). Marketing research using single-item indicators in structural equation models. Journal of Marketing Analytics, 1(2), 99-117. https://doi.org/10.1057/jma.2013.7
Petrova, E. (2014). Innovation in the Pharmaceutical Industry: The Process of Drug Discovery and Development. In M. Ding, J. Eliashberg y S. Stremersch (Eds.), Innovation and Marketing in the Pharmaceutical Industry. International Series in Quantitative Marketing (Vol. 20, pp. 19-81). Springer. https://doi.org/10.1007/978-1-4614-7801-0_2
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Reimann, M., Schilke, O., y Thomas, J. S. (2010). Customer relationship management and firm performance: The mediating role of business strategy. Journal of the Academy of Marketing Science, 38(3), 326-346. https://doi.org/10.1007/s11747-009-0164-y
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Publicado
2024-10-18
Cómo citar
Sabando-García, Ángel R., Cárdenas-Fierro, G. M., Bastidas-Guerrón, J. L., & Sabando-Mendoza, E. R. (2024). Gestión del marketing relacional en empresas farmacéuticas: Un análisis de ecuaciones estructurales. Revista De Ciencias Sociales, 30, 567-579. https://doi.org/10.31876/rcs.v30i.42861
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