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- Title
RELACIÓN DEL PROVEEDOR DE SERVICIOS FARMACÉUTICOS CON SUS CLIENTES: UNA MIRADA DESDE EL MARKETING RELACIONAL EN EL DEPARTAMENTO DE SUCRE.
- Authors
Martínez Benítez, John Pablo
- Abstract
This research paper, whose aim was to analyze the relationship between pharmaceutical services provider and customers from the relationship marketing in Sucre, Colombia. The study was based on the perspective of the interpretive paradigm and the research method used was descriptive, based on the research structure of Quivy and Campenhouldt, articulated with the stages in the scientific procedure. Among the results obtained, three types of clients within the pharmaceutical sector were identified; besides, providers of the Pharmaceutical sector in Sucre have created strong bonds with their customers, despite the fact that channels of communication with them are insufficient. Pharmaceutical providers have also created partnerships with wholesale distributors of the Pharmaceutical sector to meet the customers' needs. It was concluded that for the relationship between the Pharmaceutical sector and clients' lasts, it requires to provide a service that inspires confidence and assure them that the product offered will meet their expectations.
- Subjects
CUSTOMER relations; DRUGSTORE customer services; RELATIONSHIP marketing; BRAND evaluation; INTEGRATED marketing
- Publication
Desarrollo Gerencial, 2014, Vol 6, Issue 1, p200
- ISSN
2145-5147
- Publication type
Article
- DOI
10.17081/dege.6.1.484