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Examining the effect of customer education on customer loyalty in business-to-business context: An application on the pharmaceutical industry

Emam, Hanan Yosry, Temerak, M.S. (2014) Examining the effect of customer education on customer loyalty in business-to-business context: An application on the pharmaceutical industry. In: Marketing Dimensions: People, places and spaces. Academy of Marketing Conference Proceedings. . Academy of Marketing (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

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Abstract

S-D Logic recognizes the importance of skills and knowledge as the key competitive advantage (Vargo & Lusch, 2008). The vast majority of prior research on know-how exchange (e.g. Gruen et al., 2006) or customer education (Eisingerich and Bell, 2008), took place in C-to-C and B-to-C respectively. Little is known if this accumulated body of knowledge could be generalized to the B-to-B context. This paper examines the impact of customer education, as perceived from three communication channels (sales people, seminars and conferences) on customer trust and satisfaction and in turn, customer loyalty. The study framework was tested in two dyadic relationships: pharmaceutical firms-physicians (n = 160) and pharmaceutical firms-physicians (n = 160). The data was collected by the means of questionnaires and analyzed by the means of SEM utilizing SMARTPLS approach. The study results showed that perceived educational value of sales people have a consistent impact on the development of customers' trust in the firm, but not on their satisfaction with the firm. The education-loyalty link was fully mediated by customer trust in the physicians' sample, while the same link was fully mediate by customer satisfaction in the pharmacists' sample.

Item Type: Conference or workshop item (Proceeding)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Mohamed Hassan
Date Deposited: 31 Oct 2019 12:16 UTC
Last Modified: 04 Nov 2019 10:51 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/78116 (The current URI for this page, for reference purposes)
Temerak, M.S.: https://orcid.org/0000-0002-9128-6715
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