The mediating role of commitment in healthcare B2B marketing

Yong Seok Sohn, Kenny Y. Seung, Sang Yun Seo and Sung Eun Kim

The Service Industries Journal, 2013, vol. 33, issue 13-14, 1381-1401

Abstract: Business to business transactions in pharmaceutical and healthcare industries may differ from those in other industries in terms of relational marketing factors such as customer acquisition and retention. Purchasing representatives, including medical physicians, may differ in their levels of commitment; this difference plays a mediating role in satisfaction, dependence, and intention to repurchase. This article begins by analyzing the structural relationships among these three variables: commitment, satisfaction, and dependence. The relationships are dichotomized into two dimensions: individual and organizational, and marketing performance is measured as repurchase intention. A critical literature review was conducted to identify key variables and derive their constructs. The subsequent empirical analyses have far-reaching implications from a marketing perspective.

Date: 2013
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Citations: View citations in EconPapers (2)

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DOI: 10.1080/02642069.2013.763930

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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