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- Title
Antecedents of Symmetry in Physicians' Prescription Behavior: Evidence from SEM-Based Multivariate Approach.
- Authors
Ahmed, Rizwan Raheem; Channar, Zahid Ali; Soomro, Riaz Hussain; Vveinhardt, Jolita; Streimikiene, Dalia; Parmar, Vishnu
- Abstract
The aim of this paper is to examine the direct impact of marketing and medical tools on the symmetry of physicians' prescription behavior in the context of the Pakistani healthcare sector. This research also investigates the moderating influence of corporate image and customer relationship in an association of marketing & medical tools, and the symmetry of physicians' prescription behavior. The survey involved a research sample of 740 physicians, comprising 410 general practitioners and 330 specialists. A series of multivariate approaches such as exploratory factor analysis, confirmatory factor analyses, and conditional process analysis are employed. The findings of the study showed that marketing & medical tools have a direct, positive, and significant influence on physicians' symmetrical prescription behavior. Corporate image and customer relationship have also a significant impact as moderating variables between marketing & medical tools, and the symmetry of prescription behavior of physicians. The outcomes of this research are beneficial to marketers and medical managers in the pharmaceutical industry.
- Subjects
MEDICAL care; CUSTOMER relations; MULTIVARIATE analysis; SYMMETRIES (Quantum mechanics); HEALTH Care Sector Advances Inc.
- Publication
Symmetry (20738994), 2018, Vol 10, Issue 12, p721
- ISSN
2073-8994
- Publication type
Article
- DOI
10.3390/sym10120721