RELACIONAMENTO MÉDICOS-INDÚSTRIA FARMACÊUTICA: DE ONDE VEM SEU VALOR?

Luiz Antônio Ramos Neto, Irene Raguenet Troccoli, Paulo Roberto da Costa Vieira

Resumo


Esse artigo quantitativo identifica critérios globais que médicos, enquanto clientes da indústria farmacêutica, percebem como capazes de criar valor de relacionamento com esta última, à luz das várias estratégias de fidelização utilizadas por ela. O uso da Modelagem de Equações Estruturais com base em Mínimos Quadrados Parciais indicou que as variáveis latentes benefícios pessoais e benefícios estratégicos foram os elementos de maior impacto nesse valor. A variável latente benefícios do produto mostrou o menor coeficiente de impacto positivo, enquanto a variável latente sacrifícios do relacionamento mostrou impacto negativo sobre o valor do relacionamento.


Palavras-chave


Valor; Marketing de Relacionamento; Indústria Farmacêutica; Modelagem de Equações Estruturais.

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Referências


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DOI: http://dx.doi.org/10.19177/reen.v10e22017125-153

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