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The mediating role of commitment in healthcare B2B marketing

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

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.

Suggested Citation

  • Yong Seok Sohn & Kenny Y. Seung & Sang Yun Seo & Sung Eun Kim, 2013. "The mediating role of commitment in healthcare B2B marketing," The Service Industries Journal, Taylor & Francis Journals, vol. 33(13-14), pages 1381-1401, October.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:13-14:p:1381-1401
    DOI: 10.1080/02642069.2013.763930
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    Cited by:

    1. Elgiz Yılmaz Altuntaş & Esin Cumhur Yalçın, 2023. "COVID-19 Pandemic Learning: The Uprising of Remote Detailing in Pharmaceutical Sector Using Sales Force Automation and Its Sustainable Impact on Continuing Medical Education," Sustainability, MDPI, vol. 15(11), pages 1-29, June.
    2. Ioannis Charalampidis & Alexandros Xanthopoulos & Anastasios Diamantidis & Prodromos Chatzoglou, 2023. "Public Perception of Green Supply Chains and Its Impact on Customer Behavior: An Empirical Analysis," Sustainability, MDPI, vol. 15(23), pages 1-18, November.

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