Browsing by Author "Ndambala, Emmanuel Jason"

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    The impact of relationship marketing antecedent’s customer loyalty: Evidence from Pharmaceutical Companies in Dar es Salaam, Tanzania
    (University of Dar es Salaam,, 2017) Ndambala, Emmanuel Jason
    This study examined the impact of relationship marketing antecedents on customer loyalty by drawing evidence from pharmaceutical companies in Dar es Salaam, Tanzania. Pharmaceutical businesses operates in an intensely price based competitive environment in such a way that transaction only strategies need to be complimented with relationship base strategies. Particularly, the study intended to: determine the impact of trust on customer loyalty as relationship marketing antecedent in pharmaceutical companies in Dar es Salaam; determine the impact of commitment on customer loyalty as relationship marketing antecedent in pharmaceutical companies in Dar es Salaam; determine the impact of communication on customer loyalty as relationship marketing antecedent in pharmaceutical companies in Dar es Salaam; and determine the impact of conflict handling on customer loyalty as relationship marketing antecedent in pharmaceutical companies in Dar es Salaam. % point likert scale structured questionnaire were given to 100 respondents randomly selected among pharmaceuticals wholesalers and retailers in Dar es Salaam region, also sales books history were reviewed. The data collected were analysed using multiple regression. Findings from the study indicate that, all four antecedents of RM have significant impact on customer loyalty. Commitment ranged the highest antecedent. This was followed by conflict handling, trust and the last one was communication. In sum, the significant impact of these antecedents on customer loyalty stood at R2=0.323 with F value of 10.145, P value was 0.000 and variation of response was 32.3%. Drawing from the findings and reviewed literature, the present study suggests that in order to improve RM in pharmaceutical companies in Dar es Salaam, the following facets need to be taken into account. First, customers ought to know the current and future path with which service renderers may undertake. Second, service providers ought to make their communication medium up-to-date through transacting with their potential consumers. Third, suppliers have to carry out routine satisfaction inventory so as to receive customers’ responses to address their emotions and assess their potential successes. In this regard, service providers need to understand that RM needs to be carried out holistically by emphasizing all of its antecedents with equivalency to each other. Fourth, the companies ought to put their emphasis on the facets of trust that clients consume in order to rationally decide on the trustworthy of the services remitted. Finally, this study suggests that other studies could take more stock of sample by selecting units across the peripheries and centres of Tanzania in order to cater for representation of pharmaceutical wholesaler dealers. It is also suggested that future research should be conducted to examine the rate of implementation of relationship marketing by pharmaceuticals companies in Tanzania. In addition, other complimentary studies may replicate the current research across Least Developed Countries. This may foster an understanding of the execution of the action plans and contemporary status ought to be addressed so as to establish the critical antecedents that influence customer loyalty.