The study is done to assess the correlation between the various forms of relationship marketing (RM) strategies and the resulting customer value. This study explains the various social and financial needs of the doctors from the pharmaceutical company perspective. This study helps to consider the best RM strategies to build better customer value. Questionnaire and personal interview method were considered to collect the data. Sample doctors were chosen from one of top seven hospitals here in Nepal.
Study shows positive correlation between RM strategies and customer value. Multiple linear regression of adding social benefit and adding financial benefit with customer values shows the value of β1 (slope of adding social benefit RM strategies) and β2 (slope of adding financial benefit RM strategies) with 0.2679836 and 0.4662382 respectively, means that various relationship marketing strategies shows direct positive relationship with customer value.
The study find that the pharmaceutical company need to care and socially satisfy their customer needs. For that, occasional initiation of phone call to their customer is necessary. Conflict or problem if any, needs to be handled properly. Good follow through on commitment is necessary. But adding financial benefit RM strategies like marketer expertise, regular communication/or company’s presentation and academic investment (in terms of academic conference sponsorship, books etc.) are more preferred.
Inhaltsverzeichnis (Table of Contents)
- I. BACKGROUND OF THE STUDY
- 1.1 Contextual Information
- 1.2 Rationale of the Study
- 1.3 Statement of Problem
- 1.4 Objective of the Study
- 1.5 Scope of the Study
- 1.6 Limitations of the Study
- II. RESEARCH METHODOLOGY AND DESIGN
- 2.1 Research Methodology
- 2.1.1 Research Design
- 2.1.2 Nature and Source of Data
- 2.1.3 Sample and Sampling Method with Rationale
- 2.1.4 Details of the Tools
- 2.1.5 Data handling, statistical tools used for data analysis
- III: DATA INTERPRETATION AND FINDINGS
- IV: SUMMARY AND CONCLUSION
- 4.1 Summary and Conclusion
- 4.2 Direction for Further Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
The study aims to analyze the relationship between different relationship marketing (RM) strategies and the resulting customer value, specifically focusing on the pharmaceutical company Venus Remedies Limited. The study explores the social and financial needs of doctors from the pharmaceutical company's perspective, aiming to identify effective RM strategies for building customer value.
- Impact of Relationship Marketing Strategies on Customer Value
- Social and Financial Needs of Doctors in the Pharmaceutical Industry
- Effective Relationship Marketing Strategies for Building Customer Value
- Correlation between Relationship Marketing Strategies and Customer Satisfaction
- Developing and Implementing Relationship Marketing Strategies to Increase Business Value
Zusammenfassung der Kapitel (Chapter Summaries)
The first chapter provides a comprehensive background of the study, detailing the contextual information, rationale, statement of the problem, objective, scope, and limitations. It focuses on the correlation between relationship marketing strategies implemented by Venus Remedies Limited and the resulting customer value in the Kathmandu market. Chapter two delves into the research methodology and design, outlining the research design, nature and source of data, sample and sampling method, details of the tools used, and the data handling and statistical analysis methods. Chapter three presents the interpretation of data and findings, analyzing the relationship between various RM strategies and customer value based on the collected data.
Schlüsselwörter (Keywords)
This study focuses on the relationship between relationship marketing strategies, customer value, and the social and financial benefits provided to doctors. The key themes include the impact of relationship marketing strategies on customer satisfaction and value, the identification of effective relationship marketing strategies for the pharmaceutical industry, and the analysis of the correlation between social and financial benefits and customer value.
- Quote paper
- Sanjeev Pradhan (Author), Diwash Gurung (Author), 2018, The impact of relationship marketing strategies on building customer value, Munich, GRIN Verlag, https://www.grin.com/document/425406
