Gestión del marketing relacional en empresas farmacéuticas: Un análisis de ecuaciones estructurales

• Ángel Ramón Sabando-García https://orcid.org/0000-0001-5438-9590
• Gisselle Mariuxi Cárdenas-Fierro https://orcid.org/0000-0003-0363-1126
• Jeaneth Lucía Bastidas-Guerrón https://orcid.org/0000-0001-8519-9060
• Estela Rossana Sabando-Mendoza https://orcid.org/0000-0001-6938-6405

DOI: https://doi.org/10.31876/rcs.v30i.42861

Abstract

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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