IN DEPTH ANALYSIS FOR THE SIGNIFICANCE OF TRUST IN BUILDING AND MAINTAINING LONG –TERM RELATIONSHIP BETWEEN THE HOSPITAL AND PHARMCO

Allam, Dina (2010) IN DEPTH ANALYSIS FOR THE SIGNIFICANCE OF TRUST IN BUILDING AND MAINTAINING LONG –TERM RELATIONSHIP BETWEEN THE HOSPITAL AND PHARMCO. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

The pharmaceutical industry provides a highly competitive market environment, so building knowledge, understanding the market place and recognizing customers’ needs are considered vital for achieving success. Market research was an important element in our systematic approach to understand the key aspects and key decision makers in hospital purchasing structure within 16 European countries. This research also enables us to identify the key dynamics within the hospital sector and reveals key aspects of value co-creation with these markets.

The findings in the main report reveal that one of the most important aspects is the development and maintenance of long – term relationship based on trust between the company and its customers. In-depth investigation in this report will analyze the concept that trust is key relationship –oriented construct as well as powerful predictor of satisfaction and commitment, which can lead to a long- term buyer-seller relationship.

Additionally, this report provides a framework for the interrelationship between trust, satisfaction, and commitment, along with a detailed explanation on how trust can be used to build relationship. The report will also identify the key variables and main determinants of trust as well as the achieved outcomes.

Finally, the report suggests some managerial recommendations for PharmCo that would allow it to achieve trustworthiness level that would strengthen customers’ commitment to build long-term relationship.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 16 Nov 2010 13:54
Last Modified: 20 Nov 2016 09:19
URI: http://eprints.nottingham.ac.uk/id/eprint/23753

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